Sky Reports Record Viewership for the European Swimming and Track and Field Championships

The excitement continues on Sky’s Casa dello Sport with the major events of the Italian Summer. As we await the start of the Women’s European Volleyball Championships, which begin on Friday, August 21, the Italian team’s triumphs at the European Athletics and Swimming Championships have drawn huge viewership. Over the two weeks of competition, the events attracted more than 2.7 million unique viewers, reaffirming Sky’s status as the go-to destination for major international events.

The European Swimming Championships in Paris concluded the 2026 edition with an average of 19,000 daily viewers*, up 46% compared to last year’s World Championships in Singapore. The pool events saw a 51% increase in viewership during the second half of the event. Among the most-watched events was the evening session featuring the men’s 100-meter breaststroke and women’s 800-meter freestyle finals, which drew a total average of 219,000 viewers in the target audience*. The final evening also delivered excellent results, with the women’s 400-meter freestyle and the 4×100-meter medley relays drawing an average of 213,000 viewers*.

The European Athletics Championships in Birmingham also performed well, averaging 44,000 daily viewers*. During the final week of competition, the event alone accounted for 34% of Sky Sport’s total viewership, reaffirming its status as one of the most-watched events in the summer lineup. The evening session featuring the men’s 100-meter and women’s 5,000-meter finals was the most-watched of the event, with an average total viewership of 305,000 across all time zones*. In second place was the evening dedicated to the women’s long jump and the men’s and women’s 4×400 relays, which drew an average of 255,000 viewers*.

But the summer of “Casa dello Sport” doesn’t end there: the schedule continues with other major international events, all live on Sky Sport. In addition to the Women’s European Volleyball Championships, the Women’s Basketball World Cup, scheduled for September 4–13, will take place in Berlin. Finally, starting September 9, the Men’s European Volleyball Championships will take center stage.

*This figure includes viewership on DTH/IPTV, Sky Go, and NOW.