The European Athletics Championships in Birmingham have faced slow ticket sales, with the opening nights seeing poor attendance compared to initial expectations. This comes despite Britain's reputation as a nation of sports lovers.
The final session of the European Athletics Championships on Sunday is set to go head-to-head with The Hundred's men's final at Lord's. The athletics will be broadcast on BBC1, while the cricket will be on BBC2.
While online 'sold out' signs are up for The Hundred's climax, the tournament's sixth season has generally seen smaller crowds. This is the first season where new franchise owners have been responsible for their own ticket sales.
Norway's Jakob Ingebrigtsen, after winning 5000m gold at Birmingham 2026, commented on the attendance, stating: "I think we made the most out of it. The people that show up are very enthusiastic. I think that’s the most important."