Empty Seats at European Athletics: A Marketing Failure, Not a Ticket Price Problem
Keely Hodgkinson has a blunt message for the organizers of the European Athletics Championships: the empty seats at Birmingham were not a ticket price problem, but a marketing failure. The Olympic champion pointed to a simple, glaring fact: many sports fans did not even know the event was taking place.
Around 10,000 seats went unclaimed in each of the opening three sessions, even for marquee moments like Amy Hunt's 100m victory, Jakob Ingebrigtsen's 5,000m triumph, and Hodgkinson's own 800m heat. Yet by Friday, Hodgkinson's 800m final against Audrey Werro and Femke Broeders-Bol drew a capacity crowd of 23,000. The difference? Awareness built as the week went on.
What did Keely Hodgkinson say about the empty seats?
Speaking after her final, Hodgkinson was candid about the root cause. She contrasted the Championships with the London Diamond League, which benefits from year-round advertising.
I would love more people to get behind track. It would have been nicer if they had put Birmingham out there a little bit more. I think they could have done that compared to a London Diamond League, you see it advertised all year round. I heard people didn't even know it was on, which is a bit of a shame. I do feel like there could have been a bit more advertising on the Championships overall.
Hodgkinson was quick to praise those who did attend, noting the UK's passionate athletics fanbase. She emphasized that when the sport is properly presented to them, they respond with genuine enthusiasm and support.
Why is the women's 800m the story of the Championships?
Beyond the attendance debate, the women's 800m has emerged as the standout narrative of the event. Hodgkinson broke the world indoor record earlier this year, but she was beaten for the second consecutive time by Werro on Friday. Werro's victory came with a European Championship record, making her the first woman under 1 minute 54 seconds in over 40 years. Both athletes are now closing in on the 800m world record, which has stood since 1983.
Hodgkinson remains defiant despite the losses. She pointed to her five years of consistency at the top and her belief that she is in the best shape of her life. She acknowledged the physical differences between herself and her taller rivals, Werro and Broeders-Bol, both of whom stand 6 feet tall compared to her 5 feet 7 inches.
I'm glad all three of us could come together and battle that out. If I could stretch myself three more inches, I definitely would. But I back myself completely. Everyone's got different strengths and weaknesses, and it's all about each of us figuring out how to run our best 800.
What is next for Hodgkinson and her rivals?
The rivalry is far from over. Hodgkinson has already committed to the Zurich Diamond League later this month, where she will face Werro and Broeders-Bol again. She made it clear she welcomes the challenge.
I signed myself up for Zurich because I knew everyone was in it but me. I don't want it to be easy. That's not fun and we're all going to win some, lose some.
The lesson from Birmingham is straightforward: great sport alone does not sell tickets. Marketing and awareness are the engines of attendance. For a nation that clearly loves athletics, the failure to promote a major championship is a self-inflicted wound. Organizers would do well to learn from the London Diamond League playbook before the next major event comes around.