Athletic Ventures is a joint venture comprising UK Athletics (UKA), The Great Run Company (GRC) and London Marathon Events (LME).
The event is set to take place in the UK for the first time from August 10-16 at the 18,000-capacity Alexander Stadium.
Two Circles has previously driven successful ticketing strategies for the World Athletics Championships in London in 2017 (which saw more than 705,000 tickets sold and was rewarded with a Guinness World Record), the World Para Athletics Championships, and the sell-out London Diamond League events across 2023 and 2024.
Additionally, the World Para Athletics Championships sold more tickets in one event than all previous Para Athletics World Championships combined.
“We know from our ongoing relationship with Two Circles and from working with the brains behind London 2017 that this team are experts in selling out events,” commented Jack Buckner, chief executive of UK Athletics.
“With the European Athletics Championships coming to the UK for the first time ever, this is a huge opportunity for us to showcase world-class athletics on home soil to both loyal fans as well as reaching new ones.”
The team behind the ticketing strategy will be led by Two Circles’ Heather Reading and Paul Williamson.
Reading, who acts as the ticketing lead at Two Circles, added: “the UK is world-leading when it comes to staging sports events that reach and inspire, and we’re excited to build a plan with fans at the heart of it – creating unforgettable moments together.
“This is a huge opportunity to welcome young fans and those yet to experience the thrill of live athletics, by delivering over quarter of a million tickets for 2026’s biggest athletics event.”