The company is a joint venture with Swiss-based marketing agency Tridem Sports - which has already worked successfully with the International Ski Federation - but European Athletics will be the main shareholder, maintaining ownership and control of its commercial properties.

Newly elected President Svein Arne Hansen told insidethegames last month: “Our marketing in Europe has not been the best, I think, we have lost market share recently”.

The Norwegian’s election manifesto, Leading Change, also made it clear that there would be significant changes in the commercial operation of the continental body should he succeed in his bid for Presidency, having missed out narrowly to Hansjorg Wirz four years ago:

“European Athletics is currently limited in the support we can afford to provide because we have not expanded our commercial model or generated significant additional revenue in many years,” it said.

European Athletics Marketing AG will act as a service company for commercial strategies and sales activities, including sponsor account management and rights delivery.

One of its first tasks is 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 its new “Running for All” initiative that positions European Athletics as the natural authority for running on the continent.

“We are confident that this new company will help us create additional values and revenues from our events and activities,” added 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 chief executive 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.”

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