Brewer Sagres races to athletics event partnership

A brewer has sprinted to a sporting deal.

Sagres has been named official beer and 0% beer partner of the European Athletics Championships Birmingham 2026.

Bosses say the alliance “reflects a shared celebration of European sporting passion, quality and togetherness”.

The European Athletics Championships are set to take place between August 10 and 16.

John Price, head of marketing at Kingfisher Drinks, said: “Sagres has always been about bringing people together to celebrate great moments, and the brand knows all about sporting excellence.

“We want everyone in the stadium to be able to raise a glass to the achievements they’re witnessing.”

Cherry Alexander, Birmingham 2026 championship director, added: “Sagres brings a rich heritage of quality and togetherness, and truly understands the passion European sport inspires.

“We’re excited to bring that spirit of celebration to Birmingham this summer.”

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