The European Athletics (EA) body has today unveiled Spanish sportswear brand Joma as a partner in a four-year deal.
Joma becomes the body’s sports apparel and footwear partner, covering 10 major EA events over the 2025-28 cycle. This includes both the 2026 and 2028 European Athletics Championships.
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As a top-tier European Athletics partner, Joma will “benefit from extensive core marketing rights,” such as global product category exclusivity, exposure on the EA digital and social media platforms, exposure through the body’s broadcast and streaming partners, brand placement on official clothing, track perimeter LED advertising, and VIP ticketing and hospitality rights.
It marks the first long-term deal between European Athletics and a sports apparel partner.
Jomo will also provide official customized clothing at the 10 events for European Athletics staff.
The brand joins EA’s list of partners, which also features Spar, Eurohold, Würth Modyf, and Toyo Tires.
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By GlobalDataThe last major commercial deal unveiled by the organization came in late April, when international supermarket company Spar announced its extension as principal sponsor of this year’s European Athletics Championships, which took place in June.
