Matthew Hudson-Smith called for a more positive approach to athletics after claiming a historic third individual European 400m title on home soil in Birmingham.Paul Martin in Birmingham15:05, 14 Aug 2026Matthew Hudson-Smith blasted the ‘negativity’ surrounding the European Championships in Birmingham as he called for athletes to use their profiles to promote the sport.‌The 31-year-old celebrated a historic third individual men’s 400m gold by climbing into the stand bearing his name for the week on his home track.‌But there were plenty of empty seats at the Alexander Stadium for the coronation of one of their own, which has been the case throughout the week so far.‌Organisers insist they are ‘delighted’ with ticket sales, with nearly 200,000 sold across the week and stands set to be filled this weekend.Hudson-Smith, who led from start to finish and won in 44.17, said: “At the end of the day, we need to promote the sport with quicker times.“People came. Could it have been more? Yes, but I’m not going to complain.‌“On the TV, they are very negative. We need to be more positive and speak about what we can do, not just bash.“Everyone wants to be a footballer; I wanted to be a footballer myself before I transitioned to track. We need to branch it out.”Hudson-Smith described this week as ‘my London 2012’ in the build-up and used every ounce of local knowledge land his third individual European triumph over one lap.‌It was his fifth continental gold in all as he joined France’s Christophe Lemaitre as the most decorated man in this competition’s history with eight medals.Hudson-Smith said: “Words can’t explain how much it meant to me.“No-one was going to beat me here. I know this track, I know where the wind is, I know the surface, I know the staff, I know the back ways to get in. My tag is probably still in the toilets from when I was nine years old.‌“I want to inspire the next generation, show them we can do this and show the other cities that here in Birmingham and Wolverhampton, West Mids are the best kids.”Hudson-Smith became a father himself last year and dedicated this triumph to his daughter Eden as he reflected on a journey which has been far from linear."They say it takes a village, but this took a city,” he said.Article continues below“It has been well documented there have been dark times, but everyone has got me to this point now.“I always want to say if I can do it, anyone can do it and be a beacon of light for people to keep pushing.”Novuna is the Official Finance Partner of British Athletics and proud sponsor of the GB & NI Athletics Team. From everyday goals to world-class dreams, Novuna backs the ambition of millions across the UK — from supporting British businesses and individuals’ plans, to powering British Athletics on the global stage. Find out more at www.novuna.co.uk