BUCS events 2026 round-up

From cross-country courses to packed indoor arenas, the 2026 British Universities and Colleges Sport (BUCS) events brought together thousands of students for sport, energy and plenty of interaction around milk and nutrition.

Now in its second year, our Milk Every Moment (MEM) marketing campaign is promoting milk as a healthy, nutritious choice for sports students.

Delivered in partnership with BUCS, the campaign highlights how milk supports a balanced diet.

Together, we’re reaching over 500,000 student athletes and sports fans through flagship BUCS events, alongside smaller, student-focused activities throughout the year.

Strong results from year one:

• Over 16 million digital impressions
• 9 million people reached
• Over 248,000 engagements across TikTok and Instagram

As title sponsor, MEM continues to support BUCS’ top-tier rugby knockout competition, now proudly named the BUCS Super Rugby Milk Championships, which took place last week.

The final event of the season will be the BUCS rowing regatta over the early May bank holiday weekend.

BUCS cross country took place on 31 January at Charnwood College in Loughborough.

Almost 1,800 competitors took part across four races, with distances ranging from 6–10K, alongside large numbers of spectators.

Away from the course, students got involved in a range of activities. Highlights included a fast-paced pancake race, where teams flipped pancakes and answered questions about milk, and a spinner wheel quiz with challenges.

Free milk samples were handed out throughout the day, with reminders about its nutritional benefits.

The BUCS nationals ran from 13–15 February across Ponds Forge and the English Institute of Sport (EIS) in Sheffield. More than 4,200 students competed across badminton, swimming, indoor athletics, climbing, fencing and karate.

Engagement activities were busy throughout the weekend. A reaction stick challenge tested speed and coordination, with each stick representing a different nutrient found in milk.

A milk quiz and a half-time rugby ball challenge added some friendly competition and fun.

Moovit the cow helped encourage participation in activities and photos, and even took part in a mascot race.

Big Wednesday took place on 25 March at Loughborough University, bringing together around 2,000 student athletes across 18 sports, with strong support from friends and teammates.

Interactive challenges were popular, including a headphone lip-reading game focused on milk nutrients and the Hercules Hold, where students answered questions while holding two full pints of milk out in front of them.

A new mobile milk backpack offered free samples across the campus.

Across all events, students were encouraged to complete a short survey on their milk consumption for the chance to win £100 in vouchers.

MEM was mentioned in branding and event announcements over the PA system.