The Spanish brand will be present at the continent’s major athletics event thanks to its agreement with European Athletics, and will kit out staff, officials and volunteers with a collection inspired by Birmingham.
Joma will be one of the key names at the Birmingham 2026 European Athletics Championships, which will take place from 10 to 16 August at Alexander Stadium. Through its agreement with European Athletics, the brand will be present at one of the most important competitions on the international calendar, bringing together the best athletes on the continent.
The sponsorship of Birmingham 2026 places Joma on a key stage for continental athletics. A top-level competition with international reach and direct contact with federations, athletes, organisers and fans.
A collection inspired by the city and culture of Birmingham
As part of this collaboration, Joma will kit out the event staff, officials and volunteers with a collection developed in partnership with Birmingham 2026 and European Athletics. Dressing those who play a crucial role in the delivery of the events ensures that the technical team wears equipment designed for the demands of the competition, while also associating Joma’s image with the professionalism and prestige of the European event.
In terms of design, the garments feature an exclusive graphic composition that reinterprets some of Birmingham’s most iconic cultural landmarks and symbols. Its colourful, urban visual language references recognisable places and elements such as the Library of Birmingham, Millennium Point, Bullring, The Cube, the cathedral, Snow Hill Bridge, Bournville College, the Jewellery Quarter, Roundhouse, the factories, Birmingham Central Mosque, Tower Leaf, the Green Zone and the Alexander Stadium track itself.
Each element is transformed into a representative motif to create a collection with its own identity. The city’s buildings, neighbourhoods, industry, green spaces and cultural diversity are brought together in garments that connect the event with its host city.
