Birmingham gets set for European Athletics Championships, but how can SMEs go for gold?
Written by Dave Atkinson, regional director for the Midlands at Lloyds
This summer, Birmingham will once again step onto the international stage as the city’s Alexander Stadium hosts the 2026 European Athletics Championships. One of the continent’s premier sporting events, this is the first time the Championships have been held in the UK, with the seven-day meet set to be broadcast to millions of athletics fans across the globe.
Off the back of the Birmingham 2022 Commonwealth Games’ success, which attracted more than 1.5 million spectators and generated an estimated £1.2 billion for the UK economy, the Championships are expected to deliver a significant boost once again. But for Birmingham’s SMEs, this is more than just a major sporting moment, it’s a substantial commercial opportunity as well.
During the Commonwealth Games, hotels in the West Midlands filled up months in advance, restaurants extended opening hours and independent retailers saw a surge in footfall.
That experience demonstrated Birmingham’s ability to deliver a world class sporting event and the lasting impact it can have on the local economy. As the city prepares to welcome Europe’s top athletes and another wave of visitors this August, many SMEs will be hoping the Championships can recreate the same energy, footfall and commercial boost seen in 2022.
Getting race-ready
The businesses that benefit most will be those that think outside the box and get off the starting blocks early.
Local retail, food, drink, hospitality and transport businesses across the wider region know that major calendar moments can be turned into tangible commercial gains when approached strategically, but opportunity requires preparation.
Businesses should plan ahead, understand their finances and identify any pinch points early. The right financial support can give SMEs the headroom to scale with confidence.
Spectators will spend quickly, but only where businesses are ready. That means offering contactless and mobile payments and enhancing the customer experience. ‘Phygital’ solutions - blending physical service with digital tools – are becoming essential, particularly in hospitality.
One common frustration is waiting for the bill. Paytech now allows diners to scan a QR code, order and pay via an app, and enjoy seamless table service. These systems can also encourage tipping through built-in prompts, while digital menus reduce waste and keep service efficient during busy periods.
Understanding customer spending habits in advance is also key. Payment data can help businesses tailor offers and refine marketing.
Some may benefit from short-term funding, such as business overdrafts, to invest in stock, staffing or themed experiences. This can help manage cashflow and meet spikes in demand.
Lloyds is equipping Midlands businesses to make the most of all the opportunities presented by the European Athletics Championships this summer, when global attention will be focused on Birmingham. We have committed over £2.5 billion in new finance for businesses across the West Midlands in 2026, supporting investment in innovation, expansion and technologies like AI. This is part of a £35bn national finance commitment to support firms operating and investing in the UK. Of this, £9.5 billion will be dedicated to SMEs.
With strong planning, ambition, and the right supportive partners, SMEs can ensure the benefits last long after all the competitors have passed the finish line.