European Athletics, the rights holder for events including the biennial European Athletics Championship, has created a new company to market its activities, through a joint venture with Tridem Sports.
European Athletics Marketing, based in Switzerland, will act as a service company for commercial strategies and sales activities, including sponsor account management and rights delivery.
Its first priority will be to develop the sponsorship programmes of European Athletics’ major events and work with local organising committees to optimise event revenues.
The company will also actively look for partnerships for European Athletics’ other activities and programmes, including the European Athletics Convention, Young Leaders programme and a new “Running for All” initiative to position European Athletics as the natural authority for running on the continent.
The new company is a joint venture with Swiss-based sports marketing agency Tridem Sports. European Athletics is the main shareholder of the new company and will maintain ownership and control of its commercial properties.
“We are confident that this new company will help us create additional values and revenues from our events and activities,” said European Athletics president Svein Arne Hansen.
“Tridem brings to the table expertise and know-how in sales, marketing and event implementation, and has the experience in networking and developing relationships with business companies.”
Tridem founder and CEO Christian Pirzer said, “We are pleased about this new joint venture with European Athletics, our first big project outside of winter sports. It will help to develop the commercial programme of athletics in Europe. It is our second joint-venture company with a major Olympic sport after the successful implementation six years ago of FIS Marketing AG with the International Ski Federation.”
The 2016 European Athletics Championships takes place in Amsterdam from 6 to 10 July and tickets are now on sale.
The 2018 European Athletics Championships will take place in Berlin to coincide with swimming, cycling, rowing and triathlon events in Glasgow as part of the 2018 European Sports Championships.