The European Athletics (EA) and the Alps & Mediterranean Group SA (AMGSA) have joined forces and will be working together in a long-term co-operation to implement the running strategy of the European Athletics. The most important aspect is: Each entity will use its expertise to develop the sport of running. In this way, AMG SA will become the operational arm of the European Athletics in the implementation of major running projects. The focus will be on elite and mass participation, running together.

The projects included in this strategic agreement are:

European Running Championships (Marathon, Half Marathon and 10K) in 2025, 2027, 2029, 2031.

European Cross-Country Running Championships (Trail and Mountain) in 2026, 2028, 2030, 2032.

European Athletics Championships - Mass Run, part of the European Athletics Championships in 2026, 2028, 2030, 2032.

European Running Business Conference, flagship B2B event for running industry professionals in 2024, 2026, 2028, 2030, 2032.
Run Europe - Brand & Platform, future B2C platform for runners, race organisers and member federations, 2025-2032.

The Council meeting held in Rome from 19 to 21 Aprilbrought significant developments. The President of the European Athletics, Dobromir Karamarinov, said: "The European Athletics’s Running Strategy, which will be adopted by the Council in 2022 and operationalised in 2023, aims to get more people running and to bring those who already run closerto the values of excellence of the European Athletics. 

"It aims to make every runner an athlete and every athlete a champion. With a trusted partner in AMGSA and its Director, Marko Vasic, our goal of bringing the excitement of the Championships to every European citizen will now be achieved."

"AMG SA's long term vision is to make elite sport more relevant to people through mass participation and to manage and deliver events and projects for European and international sports federations with a clear business sense and profit margin. Marko Vasic, Director of AMG SA, commented: "We are delighted thatthe European Athletics, with its portfolio of running events and projects, has entrusted us with its future and success in the running market.

The strategic agreement signed in Lausanne provides a panoramic view of what athletics can be in the coming years. The intention is to "find ways to offer more to our athletes, runners and fans, both through events and online services", according to Christian Milz, CEO of the European Athletics.

There are three main points when it comes to athletics, and this close collaboration between the two entities aims to improve the opportunities for all three of them: the athletes, the runners and the spectators. The agreement also aims to make communicating with each other easier and more convenient.

The European Athletics was founded in 1970 and has 51 member federations. It is responsible for organising many of Europe's major athletics competitions. These include the European Athletics Championships and the European Indoor Athletics Championships. 

Through this merger, it will seek to professionalise these organisations and enhance the potential that running has demonstrated in recent decades, both at a social and professional level. This partnership with the Alps & Mediterranean Group SA (AMG SA) will have as its primary mission to increase public and private investment using sport as a catalyst for economic and social change.