Matthew Hudson-Smith, the 31-year-old athlete from Wolverhampton, expressed his disappointment over the sparse attendance during his recent victory at the European Athletics Championships. Despite clocking an impressive 44.17 seconds to secure his third European title just half an hour from home, he urged fans not to criticize the sport but to uplift it instead.

The event, held at the Alexander Stadium, has faced backlash due to high ticket prices and costly food options, leading to a noticeable lack of spectators. Only 14,098 fans attended the event, which has a capacity of 23,000, raising concerns among organizers about ticket sales.

Hudson-Smith acknowledged the need for the sport to adapt and promote itself better. He stated, “It’s on us as a sport to promote it... we need to promote the sport with the times so people come.” He emphasized the importance of positivity, saying, “We can’t keep bashing the sport, we need to uplift the sport and athletes.”

He highlighted the role of modern promotion, including social media, to attract more audiences. Hudson-Smith noted the wealth of talent in the UK, particularly in Birmingham, and stressed the need for improved talent identification in schools. He believes that with the right support and promotion, athletics can reach new heights and inspire future stars like Romell Glave and Adam Gemili.