European Athletics and Alps & Mediterranean Group SA (AMG SA) will start a long-term cooperation in executing and delivering the European Athletics Running Strategy from Wednesday 1 May.
The aim, with a clear business-driven mindset, is to boost running across Europe.
AMG SA will becomes the operational arm of European Athletics in delivering major projects in running, focusing on both elite runners and mass participation event. The contract covers an eight-year period until 2032.
Projects that are part of this strategic agreement include:
- European Running Championships (marathon, half marathon and 10km) in 2025, 2027, 2029, 2031.
- European Athletics Off-Road Running Championships in 2026, 2028, 2030, 2032.
- European Championships - Mass Race which will be part of the European Athletics Championships in 2026, 2028, 2030, 2032.
- European Running Business Conference The flagship running industry professionals’ event in 2024, 2026, 2028, 2030, 2032.
The Run Europe brand and platform is also covered by the contract, involving future business-to-consumer platforms for runners, race organisers and member federations during the period 2025-2032.
European Athletics President Dobromir Karamarinov said, “European Athletics Running Strategy, as agreed by the Council in 2022 and having become operational in 2023, has an objective to get more people running, and bring those that are already running closer to the European Athletics values of excellence, making 'Every Runner an Athlete and Every Athlete a Champion'.
"Our championship feeling for every single European citizen will now be delivered by a trusted partner AMG SA and its director Marko Vasic," added Karamarinov.
“AMG SA's long-term vision is to drive top sports towards more relevance for the people, through mass participation, and to lead and execute events and projects for European and international sport federations with clear business sense and profit margin," commented Director of AMG SA Marko Vasic, announcing the signing of the strategic agreement.
"We are more than glad that European Athletics with its portfolio of outstanding running events and projects has entrusted us for its future and success in the running market," added Vasic.
European Athletics CEO Christian Milz said, “We live in the ever-changing world, and we as European Athletics, with running as its segment with the most participation, look for ways 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."
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About European Athletics
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 and staging many of Europe’s most important athletics competitions including the European Athletics Championships and European Athletics Indoor Championships.
About Alps & Mediterranean Group SA (AMG SA)
AMG SA is a knowledge-driven executive agency based in Lausanne, Switzerland. It designs, manages, and executes complex projects for clients in Europe and worldwide. Its key principles are integrity, efficiency, and performance.
Regardless of complexity of the projects and programmes entrusted by clients, AMG SA seek to deliver against the Key Performance Iindicatiors led by these three principles.
AMG SA use sport as a catalyst for economic and social change, driving both public and private investment into sports to generate economic and social sustainably.
Read more about AMG SA at www.amgch.com/sport
