European Athletics, the continental governing body for the sport of athletics, has announced Spanish sportswear company Joma as an official partner for the 2025-28 four-year period. The signing ceremony took place on September 30 at the Joma headquarters in Portillo de Toledo, Spain. Specifically, Joma will have the status of an official partner for sports apparel and footwear.
The agreement marks the first time that European Athletics have entered into a long-term top-tier partnership with a sports apparel brand. It is also the first time that Joma has entered into such a partnership with an international athletics federation, although the company is already involved with many of European Athletics’ Member Federations.
Joma will have a significant presence at the following European Athletics events during the forthcoming four-year period: Birmingham 2026 European Athletics Championships; 2028 European Athletics Championships (venue tbc); Apeldoorn 2025 European Athletics Indoor Championships; Valencia 2027 European Athletics Indoor Championships; Madrid 2025 European Athletics Team Championships 1st Division; 2027 European Athletics Team Championships 1st Division (venue tbc); Lagoa 2025 SPAR European Cross Country Championships; 2026, 2027 and 2028 SPAR European Cross Country Championships (venues tbc).
As part of the deal, Joma will provide the official clothing at the above events for the European Athletics staff, local organizing committee staff, officials, volunteers and service partners. In addition, the brand will develop a customized line of clothing for European Athletics staff and Council members.
As a top-tier official partner, Joma will also benefit from extensive core marketing rights, which include worldwide product category exclusivity, brand exposure in European Athletics’ digital and social media activities and communications channels, exposure on Eurovision’s free-to-air broadcast coverage of the above championships, exposure on the European Athletics live streaming service, brand exposure on official event clothing, track perimeter LED advertising, ticketing and VIP hospitality.
Joma Sport was founded by Fructuoso López in 1965. Today, the brand is present in more than 140 countries.
