Beer brand announced as latest partner of 2026 European Athletics Championships

Beer brand Sagres has been announced as the Official Beer and 0% Beer of the 2026 European Athletics Championships in Birmingham 2026,.

The European Athletics Championships is set to take place for the first time in the UK, bringing Europe's top athletes to Birmingham from 10 to 16 August.

Sagres is one of Portugal's most celebrated beer brands.

Cherry Alexander, championship director for Birmingham 2026, said: “We're delighted to welcome Sagres as the Official Beer and 0% Beer of the European Athletics Championships Birmingham 2026.

“Sagres brings such a rich heritage of quality and togetherness, and it's a brand that truly understands the passion European sport inspires.

“With Sagres and Sagres 0.0% available throughout the Championships, fans will have real choice in how they celebrate, and we're excited to work with Sagres to bring that spirit of celebration to Birmingham this summer.”

John Price, head of marketing at Kingfisher Drinks, said: “We're incredibly proud that Sagres has been named Official Beer and 0% Beer of the European Athletics Championships Birmingham 2026.

“Sagres has always been about bringing people together to celebrate great moments and as a sponsor of Benfica and the Portuguese National Team, the brand knows all about sporting excellence.

“With Sagres and Sagres 0.0% available, we want everyone in the stadium to be able to raise a glass to the achievements they're witnessing, whether it’s a Portuguese Gold Medal or not.”