European Athletics

https://www.european-athletics.com
https://www.linkedin.com/company/european-athletics/

European Athletics, also known as European Athletic Association, is a privately owned entity headquartered in Switzerland. Founded in 1969, the organization employs approximately 120 individuals and reported $44.8M in revenue as of 2023. Functioning as a tier 2 media tech buyer, the company specializes in athletics and multi-discipline sports. It serves as the governing body for athletics in Europe and is one of the six Area Associations of the world's athletics governing body World Athletics, with 51 members.

Revenue

Founded

1969

Headcount

127

Headquarters

Switzerland

Primary Segment

Athletics and multi-discipline sports

Ownership

Privately Owned

News Summary:

On June 11, 2026, the European Broadcasting Union (EBU) and European Athletics published new guidelines for respectful media coverage of women's athletics, designed to tackle the sexualization of women athletes in sports broadcasting. This follows the finalization of a major media rights extension by the EBU and European Athletics on June 8, ensuring comprehensive free-to-air coverage of the continent’s premier athletics events through the end of 2031. The multi-year contract renews an existing broadcast cycle past its 2027 expiration, extending an institutional partnership that dates back to 1981.

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European Athletics offers 7 products in the media and telecoms services and sports industries. European Athletics's product portfolio comprises of athletics and multi-discipline sports and search, social, and retail media.

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European Athletics's revenues were less than $100M in 2024. Caretta Research has split European Athletics's revenue into 2 different product categories, the largest of which is athletics. For full access to European Athletics's revenue breakdown subscribe to Caretta Portal.

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Jul

24th

2026

02:15

B2B Tag, Marketing and Promotional Activities

SPAR and European Athletics celebrate 30 years of partnership

SPAR is proud to celebrate 30 years as Principal Partner of European Athletics, marking one of the longest standing and most successful sponsorships in European sport. Since first joining forces in 1996, SPAR and European Athletics have built a partnership rooted in shared values: supporting communities, encouraging active lifestyles, and connecting people through sport.

SPAR International

Jul

21st

2026

07:25

B2B Tag

Europe issues new rules to curb sexualisation of women athletes on TV

European Athletics and the European Broadcasting Union (EBU) have introduced new broadcast guidelines that ask camera operators and directors to focus on sporting performance rather than images that could sexualise competitors. The move follows feedback from athletes who said certain camera angles and replay techniques not only distract them during competition but also expose them to online abuse after events.

Business Standard

Jul

16th

2026

06:30

B2B Tag

EBU Releases New Broadcast Guidelines to Reduce the Sexualization of Track and Field

The European Broadcasting Union and European Athletics have released a 23-page document outlining new broadcast guidelines to reduce the “sexualization” of women’s track and field events, focusing more on performance. According to Runners World, the guidelines, titled “Raising the Bar,” call for broadcast crews to use the camera angle that focuses most on the athlete, avoiding tight shots from behind, lower cameras pointing upwards, and delicacy when playing clips in slow motion.

Athletic Business

Jul

16th

2026

06:18

B2B Tag

New guidelines issued for more respectful camera angles for women’s athletics coverage

In an important step forward for women’s sport, new guidelines have been issued advising broadcasters to use more respectful camera angles for women’s athletics coverage. Working with female athletes, the European Broadcasting Union (EBU) and European Athletics have developed guidelines that do something that has always been prioritised in men’s sport: focusing on their athletic performance rather than sexualising their actions with unnecessary camera angles.

Stylist Magazine

Jul

16th

2026

02:51

B2B Tag, Regulations and Policies

TV guidelines to curb ‘sexualisation’ of women

The European Broadcasting Union (EBU) and European Athletics have introduced new broadcasting guidelines aimed at reducing the “sexualisation” of female athletes, urging television directors to avoid camera angles and slow-motion replays that focus on athletes’ bodies rather than their sporting performances.

Brussels Signal

Jul

15th

2026

07:19

B2B Tag, Regulations and Policies

European Athletics Updates Broadcast Rules for Camera Angles to Combat Sexualization of Female Athletes

European Athletics, in a landmark collaboration with the European Broadcasting Union (EBU), today unveiled comprehensive new broadcasting guidelines aimed at eradicating the sexualisation of female athletes during televised events. The 23-page document, aptly titled 'Raising the Bar,' was published on July 14, 2026, and seeks to reshape how women's athletics are presented to audiences worldwide.

Latestly

Jun

11th

2026

01:00

Partnerships and Alliances, B2B Tag

EBU and European Athletics Publish New Guidelines for Women’s Athletics Coverage

The European Broadcasting Union (EBU) has today published new guidelines for respectful media coverage of women’s athletics, designed to tackle the sexualization of women athletes in sports broadcasting.

European Broadcasting Union

Jun

8th

2026

23:02

Partnerships and Alliances, Sports Rights Updates

EBU and European Athletics Finalise Major Media Rights Extension Through to 2031

The European Broadcasting Union (EBU) and European Athletics have officially finalised a major media rights extension, ensuring comprehensive free-to-air coverage of the continent’s premier athletics events through to the end of 2031. The multi-year contract renewal extends the existing broadcast cycle past its 2027 expiration, cementing an institutional partnership that dates back to 1981 and guiding the two organisations toward a historic 50-year milestone of continuous commercial collaboration.

Ministry of Sport

Jun

4th

2026

05:04

Partnerships and Alliances, B2B Tag

EBU and European Athletics extend landmark partnership to 2031

The European Broadcasting Union (EBU) and European Athletics have agreed a major rights extension through to the end of 2031, securing free-to-air coverage of the continent’s premier athletics events and reinforcing one of international sport’s most enduring and successful partnerships.

SVG Europe

Jun

2nd

2026

04:16

Partnerships and Alliances, B2B Tag

EBU And European Athletics Extend Landmark Partnership To 2031

European Athletics and the European Broadcasting Union (EBU) have agreed a major rights extension through the end of 2031, securing free-to-air coverage of the continent’s premier athletics events and reinforcing one of international sport’s most enduring and successful partnerships.

iSportConnect

May

22nd

2026

05:32

B2B Tag

TEAM IRELAND ARRIVE IN ITALY AHEAD OF TOMORROW’S EUROPEAN 10,000M CUP

The ten-strong Irish team have arrived in La Spezia, Italy ahead of tomorrow’s European 10,000m Cup at the Centro Sportivo Alessandro Montagna stadium. Six women and four men will race in the Irish vest at the championships where Efrem Gidey (Clonliffe Harriers) won a historic gold medal for Ireland last year, the country’s first in the event’s history.

Athletics Ireland

May

11th

2026

04:13

B2B Tag

DNA competition coming to the School Games

For the very first time, the School Games National Finals (4-5 September) will be held in the short-programme DNA format. Late summer, regional teams from across the Home Countries will compete in this relatively new structure which has become very popular amongst clubs across Europe.

England Athletics

Examples of European Athletics's suppliers include AMP Visual TV, ScorePlay and Videe.

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European Athletics sells broadcasting rights of its 6 athletics competitions to 45 companies globally, covering 13 countries. European Athletics's rights holders include BBC. European Athletics currently holds 4 broadcasting rights for sports competitions including athletics.

Analysis

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European Athletics

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News Summary:

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Example Suppliers

Example Sports Rights Customers

Example Sports Rights Suppliers

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