The European Athletics Communications Manager Seminar, held in Birmingham from 22–24 April 2026, brought together communications professionals from across the continent for three days of collaboration, insight-sharing, and forward planning ahead of a pivotal period for the sport.
Centred around the upcoming European Athletics Championships on 10-16 August, the seminar blended strategic discussions with practical workshops, venue experiences, and networking opportunities.
Setting the stage for Birmingham 2026
The seminar opened at the Crowne Plaza Birmingham City Centre with welcome remarks from European Athletics President Dobromir Karamarinov and CEO Christian Milz, alongside an introduction from European Athletics Head of Communications Peter Sanderson.
The opening sessions outlined key communications priorities in the lead-up to Birmingham 2026, emphasising alignment across member federations and the importance of unified messaging.
A major highlight was the Local Organising Committee’s presentation Delegates gained insight into ticketing strategies, audience engagement plans, and milestone activations, reinforcing Birmingham’s ambition to deliver a globally resonant event.
The unveiling of the “Own Your Moment” campaign provided a central narrative framework for communications efforts across Europe. Delegates explored how federations can amplify this messaging locally, ensuring consistent storytelling while maintaining national identity.
From strategy to storytelling
Day two shifted focus to the competition environment, with participants visiting Alexander Stadium—the future heart of the Championships. The venue tour gave communications managers a first-hand look at media operations, broadcast zones, and mixed areas, helping them better understand the logistical and storytelling opportunities during major events.
A keynote conversation between British athletics legends Kath Merry, Adam Gemili and Colin Jackson underlined the power of storytelling in athletics. Their discussion highlighted how compelling narratives—beyond results—can elevate the sport’s visibility and emotional impact.
Afternoon sessions focused on practical tools and emerging trends. Topics ranged from media operations and archive access to athlete profiling and editorial planning. A standout discussion centred on the use of artificial intelligence in communications, where Pablo Retamal explored how federations can integrate AI into workflows to enhance efficiency and creativity.
Collaboration across federations
The seminar also provided a platform for knowledge exchange between member federations. Representatives from Switzerland and the Netherlands' communications teams presented case studies on their rising digital presence, demonstrating how strategic storytelling and social media innovation can drive both performance visibility and fan engagement.
Further discussions led by European Athletics’ editorial team emphasised the importance of coordination between federations and central bodies, particularly in the build-up to major championships.
Aligning content strategies, sharing resources, and maintaining consistent messaging were recurring themes throughout the sessions.
Looking ahead
Across the three days, a clear message emerged: effective communication in athletics is no longer just about reporting results—it is about creating stories, engaging audiences, and building a shared vision for the sport’s future.
With Birmingham 2026 on the horizon, the seminar served as both a strategic checkpoint and a collaborative springboard. Communications managers left with renewed clarity, stronger networks, and practical tools to elevate athletics storytelling across Europe.