Denise Lewis hoping Birmingham 2026 can boost Midlands athletics

Midlands legend Denise Lewis hopes this week’s European Athletics Championships in Birmingham can deliver a needed boost to the sport in the region.

The Sydney 2000 Olympic heptathlon champion believes the championships, which began at the Alexander Stadium on Monday, offer the chance for athletics to attract a new blood, claiming the popularity of football can often “suffocate” other sports.

Wolverhampton star Matt Hudson-Smith, who begins his quest for gold in the men’s 400 metres on Tuesday evening, is the only representative from Birmingham and the Black Country in the 94-strong GB team and the only member of Birchfield Harriers, the team based at the stadium, competing in the championships.

Lewis, herself a former Harrier and now president of UK Athletics, accepts the sport must grasp the chance to boost its popularity by putting on a show.

More than 12,000 spectators watched Monday morning’s opening session, with tickets continuing to sell strongly for the remaining days of competition.

Lewis told the Express & Star: “That is why it is important we get it right.

“Athletics is changing. I think people recognise that. You see the lights, the colours, it is vibrant (around the stadium), befitting the sport that is so dynamic.

“I think if we can articulate those changes, visually, that is looks a cool place to come and watch, hopefully you get the traction of people saying teach me, show me, so they come down and find a coach.”

Lewis expressed her pride in how Hudson-Smith, who is targeting a third European title, had followed in her footsteps from the Harriers to star on the international stage.

But she also noted how the 31-year-old has spent the prime years of his career training in the USA.

Asked if the sport was currently struggling to punch its weight in the region, Lewis replied: “I think there is still work to be done. In athletics, it is hard.

“When I was competing you had the likes of Tessa Sanderson and Sarah Redmond training on the track.

“Much as Matt (Hudson-Smith) was born and raised here, he has had to move on to another country. Maybe the connection for some is missing.

“They don’t get to see the stars like they used to. Do I hope that changes? Absolutely.

“But football has a stranglehold and for me is suffocating other sports. Just in terms of how much airtime it gets, how much media time it gets.

“For other people to know there are other sports out there, which they could try. It would be really helpful.”

Hudson-Smith, the European record holder, will make his championship bow in Tuesday’s semi-finals.

Organisers have re-named a stand at the north end of the stadium after the Paris 2024 Olympic silver medallist.

Lewis said: “It’s a massive week for him. He has his name on the stand.

“It will be there looming when he rounds the final bend into the final straight, when hopefully the stadium will be erupting as he leads the 400 metres.

“That is the dream, that is the goal, the ambition for him.

“I am immensely proud. We have walked the same path. I would like to think I put the footprints in the sand for him to follow - Wolverhampton to Birmingham is a tried and tested route.

“Wolverhampton and Bilston was where the heart was but this was the goal, a big club like Birchfield and the opportunity to develop your career. Matt has done that and beyond.

“Two years ago he was a vest away from becoming Olympic champion and that pains me.

“But he is primed, he is ready. This is an important piece in his jigsaw, his legacy, to do this one and get it right. Then we can start talking about Los Angeles 2028.”