Amy Hunt clinched the women’s 100m title at the European Athletics Championships in Birmingham, finishing in 11 seconds. The 24-year-old's joy was evident as she celebrated her first senior individual gold medal, adding to her silver medal from the Commonwealth Games and a shock silver at the World Championships. Hunt is rapidly becoming a standout star in British athletics, competing alongside fellow athletes Dina Asher-Smith and Daryll Neita.

However, the event faced significant attendance challenges, with nearly 10,000 empty seats in the Alexander Stadium, which holds 23,000. Only 13,623 spectators attended the event, raising concerns about the high ticket prices set by the Birmingham 2026 organizers.

• Category A tickets cost £150, with no concessions, while cheaper tickets for the women’s 100m final in Rome two years ago were €88 (£75).
• While some lower-priced tickets were available at £26, they sold out quickly.

Organizers reported that the stadium was 55% full on Monday morning, with slight increases in attendance by the evening. They claimed ticket sales had “far surpassed our targets,” with hopes for higher attendance during the weekend. Yet, critics like Steve Cram and Paula Radcliffe expressed disappointment at the lack of spectators.

The high costs extend beyond tickets, with parking fees at £22.50 and food prices reaching exorbitant levels. This situation raises concerns about the UK’s ability to host future major events, such as the 2029 World Athletics Championships, as they compete against cities like Rome, Munich, and Nairobi. The attendance issues at Birmingham could jeopardize London’s bid, highlighting a potential crisis for British athletics.

Despite Birmingham's success in previous events like the 2022 Commonwealth Games, the current situation poses questions about the sport's accessibility and pricing strategy moving forward.