Rise Academy, the broadcast and media skills charity dedicated to delivering practical media technology learning experiences, careers resources and work experience opportunities for young people, is welcoming the industry back to this year’s IBC with the return of Race 4 The Future, sponsored by SVG Europe.
The 4km charity run or walk raises funds that supports the development of the next generation of media and technology talent.
Taking place at 7:30 on Saturday 12 September 2026 in Amsterdam, the fun run will once again gather IBC attendees as they compete for a good cause before the second day of IBC takes place.
To register for Race 4 The Future, visit: https://www.rise-academy.live/race-4-the-future/
Originally launched as the 4K 4Charity Fun Run by AWS Elemental, Rise Academy said it is continuing the legacy with renewed energy and the same mission to create meaningful, positive impact.
This year’s race once again honours the Sam Blackman Medal, named in tribute to AWS Elemental co-founder Sam Blackman. Presented to the participant who best embodies community, inclusion, and purpose—not just speed—the medal continues to honour his inspiring commitment to harnessing technology for positive change.
Beyond athletic achievement and awards for fastest male and female competitor, Race 4 The Future will once again celebrate creativity and camaraderie. Other Awards include:
- Best Fancy Dress (expect themed costumes and playful vibes)
- Biggest Team Turnout
- Most Enthusiastic Runner
- Best Team Theme
- Top Social Post (https://www.linkedin.com/company/rise-academy-uk)
Andy Beale, chair of Rise Academy, said: “Race 4 The Future is about far more than completing 4km. It’s about covering the distance between where our industry is today and the truly inclusive future we know it can become. Every step, every laugh, every shared moment brings us closer to a media tech sector where talent from all backgrounds can thrive and find opportunity.”
Businesses and brands are invited to sponsor the event or key elements – including medals, water stations and race bibs – offering meaningful visibility and alignment with Rise Academy’s mission.
Rise Academy also invites volunteers to sign up as Race Makers, to help ensure the safe success of the event. Volunteers should email [email protected]
To register for Race 4 The Future, visit: https://www.rise-academy.live/race-4-the-future/
