The impact programme ‘Beyond’ sets out the vision for how the European Athletics Championships can act as a catalyst for positive, lasting benefits for communities in Birmingham and the West Midlands before, during and after the event.
With generous support from Ocean Outdoor, we’ve worked with Access Sport, the London Marathon Foundation (LMF) and UK Sport to launch a new Digital Out of Home (DOOH) billboard campaign across Birmingham. The billboards promote the positive outcomes of the Beyond Social Impact Framework.
Sian, who has cerebral palsy affecting all four limbs, featured in the campaign and was one of more than 250 children and young people who came together with their families, carers and support workers at Alexander Stadium in May 2026. Delivered by Access Sport and StreetGames, and funded by UK Sport and LMF, the festival showcased the lasting impact of the Birmingham 2026 European Athletics Championships.
Sian said: “The festival was lots of fun. It was great to try Frame Running. It was something I’d never done before and I like having the opportunity to try new things.”
Sian’s mum said: “We learnt so much at the festival about what’s out there for young people like Sian. Through the experience, we’ve since connected with Cerebral Palsy Sport and have already booked onto their go karting experience in the holidays. It’s great that Access Sport can bring people together like this.”
The campaign shines a spotlight on young people like Sian, whose experiences highlight why inclusive opportunities in community sport matter. While major sporting events can inspire audiences around the world, programmes like Beyond help ensure that Disabled and under-served young people can access meaningful opportunities closer to home.
By featuring Sian on billboards across Birmingham, the campaign brings this work to life through a real, local story. It demonstrates how the Championships’ legacy is already being felt ahead of the event itself, with young people and families engaging in inclusive sporting opportunities and building connections within their communities.
The campaign represents the next chapter of the Beyond programme, taking the stories of young people from community settings and sharing them with a city-wide audience. In doing so, it reinforces a simple message: the true legacy of Birmingham 2026 will not only be measured by performances on the track, but by the opportunities created for young people like Sian, long after the Championships are over.
Interested in finding out more?
Click the link below to find out more about the Beyond programme.