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Credit: European Athletics

On May 1st, 2024, European Athletics (EA) and Alps & Mediterranean Group SA (AMG SA) start a long term cooperation in executing the European Athletics’ Running Strategy with clear business driven mindset and will boost running across Europe. AMG SA becomes operational arm of European Athletics in delivering major projects in Running, focusing on Elite and Mass, running together.

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 Flagship B2B running industry professionals’ event in 2024, 2026, 2028, 2030, 2032.
  • Run Europe – Brand & Platform Future B2C platform for runners, race organisers and member federations, 2025-2032.

Following the decision of the Council in Roma during its 19-21 April’s meeting, European Athletics President, Dobromir Karamarinov said “European Athletics Running Strategy agreed by the Council in 2022 and operationalized in 2023 has an objective to get more people running, and those that are already running bring closer to the 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 and its director Marko Vasic”.

“AMG SA 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 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” said Marko Vasic, director of AMG SA in Lausanne announcing the signing of the strategic agreement.

Christian Milz, European Athletics CEO emphasised “We live in the 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 and AMG SA are committed together to grow athletics through running and to secure that every single European has a chance to get the Championships feeling, either as runner, athlete, or spectator.