AMSTERDAM—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 here with the return of Race 4 The Future.
The much-loved annual 4-kilometer charity run/wal, raises funds to support the development of the next generation of media and technology talent. Whether racing for time or strolling with friends, every step taken supports Rise Academy’s work to open doors for underrepresented young people breaking into the industry.
Taking place Saturday, Sept. 12, at 9:30 a.m., the fun run will once again unite attendees of IBC Show in Amsterdam as they compete for a good cause.
Originally launched as the 4K 4Charity Fun Run by AWS Elemental, Rise Academy is honored to continue the race’s legacy with renewed energy and the same mission to create meaningful, positive impact.
This year’s race gain honors 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 honor his inspiring commitment to harnessing technology for positive change.
Beyond athletic achievement and awards for the fastest male and female competitors, 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 (so get tagging!)
This energetic, inclusive gathering is set to once again kick off the IBC weekend with joy, connection and real purpose.
With an affordable entry fee of just 25 pounds, every participant directly supports Rise Academy’s programs dedicated to educating, inspiring and informing underrepresented young people. Proceeds fund vital initiatives, including mentorship, training, work placements and industry exposure, designed to dismantle barriers and amplify diverse talent in media tech.
“Race 4 The Future is about far more than completing 4 km,” Rise Academy Chair Andy Beale said. “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 info@rise-academy.live
To register for the fun run, visit its website.
