HomeBcw SportsNewsroomEuropean Athletics appoints BCW to boost engagement with host cities
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European Athletics appoints BCW to boost engagement with host citiesJuly 27, 2021

LAUSANNE, July 7th, 2021 – European Athletics has appointed the sports practice of global communications agency BCW as agency of record to enhance its engagement with future event host cities.

The Lausanne-based sports practice of BCW will work alongside the European Athletics bidding team to refine the positioning of the various European Championships from a host city perspective.

Through its BCW Eventus™ offering, BCW has extensive experience in working with cities around the world on event bidding and hosting campaigns. The in-depth understanding gained from this work will provide European Athletics with insights and methodologies so it can further develop the attractiveness and relevance of its events for future host cities.

Christian Milz, European Athletics CEO, said:

“Despite the COVID crisis, we have experienced strong interest from cities when it comes to hosting our major events. As such, we already either have host cities in place or cities engaged in the bidding process for our main European Championships from 2022-2028. Therefore, we feel that now is the right time to further engage with cities across Europe for our entire event portfolio. With BCW we have a strong partner on board to support us in these efforts.”

Lars Haue-Pedersen, BCW Sports Practice Managing Director, said:

“We are delighted to start working with European Athletics to create stronger connections with future host cities. Few things move people in the way that sports can. Athletics events also bring so many interesting opportunities to the cities hosting them, and European Athletics has many great stories to tell. With our experience of working with cities in many different countries combined with our well-tested methodologies, together with European Athletics we will ensure a strong host city engagement.”

About BCW

BCW is the global communications agency built to move people. BCW partners with clients in the B2B, consumer, corporate, crisis management, healthcare, public affairs, purpose and technology sectors to set strategic direction for all communications and create powerful and unexpected ideas that earn attention. Through an “earned-plus” offer – earned media plus paid media, creative technology, data, AI and an expanding suite of innovative capabilities – BCW moves people with power and precision to move its clients forward. BCW is a part of WPP (NYSE: WPP), a creative transformation company. For more information, visit www.bcw-sports.com.

About European Athletics

European Athletics is the continental governing body for the sport of athletics. Founded in 1970, the organisation is responsible for the international administration of the sport across 51 Member Federations and staging many of Europe’s most important athletics competitions including the European Athletics Championships and European Athletics Indoor Championships.


Greg Curchod

CEO, BCW Switzerland
[email protected]