Starting on May 1, 2024, European Athletics and Alps & Mediterranean Group (AMG) start a long-term cooperation in executing European Athletics’ running strategy. This aims to boost running across Europe, with AMG becoming an operational arm of European Athletics in delivering major projects in running – focusing on elite and mass participation.
Projects part of this strategic agreement are:
- European Running Championships (marathon, half marathon and 10km) in 2025, 2027, 2029, 2031
- European Athletics Off-Road Running Championships (trail and mountain) in 2026, 2028, 2030, 2032
- European Athletics Championships mass race – part of the European Athletics Championships in 2026, 2028, 2030, 2032
- European Running Business Conference – B2B running industry professionals’ event in 2024, 2026, 2028, 2030, 2032
- Run Europe – brand & platform: a future B2C platform for runners, race organisers and member federations, 2025-2032
European Athletics President, Dobromir Karamarinov, said “European Athletics’ Running Strategy, agreed in 2022 and operationalized in 2023, has an objective to get more people running, with those that are already running brought closer to European Athletics’ values of excellence, making every runner an athlete and every athlete a champion.
“Our championships feeling for every single European citizen will now be delivered by a trusted partner, AMG SA.”
Marko Vasic, Director at AMG in Lausanne, said “AMG’s long-term vision is to drive top sports towards more relevance for people, through mass participation and to lead and execute events and projects for European and international sport federations with a clear business sense and profit margin.
“We are more than glad that European Athletics with its running portfolio of events and projects entrusted us for its future and success in the running market,”
Christian Milz, European Athletics CEO, added “We live in an ever-changing world, and we as European Athletics, with running as its most participated segment, look for ways how to offer more to our athletes, runners and fans, both through the events and online services.
“We have created several runner-focused championships events, to bring excitement and joy to every single runner in Europe. This strategic move with AMG SA enables us to work faster with our key stakeholders, cities, member federations, race organisers and runners.”
European Athletics is the continental governing body for the sport of athletics. Founded in 1970, the organisation is responsible for the international administration of the sport across 51 member federations – staging many of Europe’s most important athletics competitions including the European Athletics Championships and European Athletics Indoor Championships.
Alps & Mediterranean Group is an agency based in Lausanne, Switzerland. It specialises in using sport as a catalyst for economic and social change, driving both public and private investment into sports that can generate economic and social impact sustainably.
www.european-athletics.com
www.amgch.com/sport
