News

Toyo Tires at the 2026 European Athletics Championships in Birmingham

Eight years of partnership: strong brand visibility at Alexander Stadium and across European TV coverage

Birmingham, Toyo Tires is continuing its commitment to elite European sport: the tyre manufacturer is present as a partner of the 2026 European Athletics Championships in Birmingham for the eighth consecutive year. From 10 to 16 August, leading athletes from more than 50 nations will compete at Alexander Stadium.

High-profile brand visibility in the stadium and on TV

Throughout the seven-day event, Toyo Tires will enjoy high visibility around the track and across the field events. Large-format LED boards and permanent logo displays at the long jump, high jump, hammer throw and shot put areas will put the brand firmly in the spotlight. The Toyo Tires logo will also feature on the interview backdrop during televised interviews.

The European Athletics Championships will receive extensive coverage on television and social media throughout Europe. This will enable the sponsorship to reach both fans in the stadium and a broad international audience.

Grip, technique and endurance connect tyres and athletics

Toyo Tires has supported European Athletics events since 2018. The partnership complements the brand’s motorsport activities, including those on the Nürburgring Nordschleife, by adding another high-reach European sporting platform.

The connection is clear: in athletics, grip, precise technique, strength and endurance are decisive factors in achieving personal bests and winning medals. The same performance values define Toyo Tires’ approach to developing high-performance tyres.

European athletics makes its outdoor championship debut in Great Britain

For the first time, the European Athletics Outdoor Championships will be held in Great Britain. Birmingham’s modernised Alexander Stadium will be the focal point for seven days of elite international sport. A fan zone and accompanying activities will further enhance the stadium experience for visitors.

Those unable to attend in person can follow the competitions through international television coverage and the event’s digital channels.