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Rise Academy will revive a popular industry tradition at IBC2025 in Amsterdam with the return of “Race 4 the Future,” a 4km charity run (or walk) raising funds to support underrepresented young people in media technology. The event takes place at 7:30 a.m. on Saturday, Sept. 13, 2025.
The initiative, launched initially as the “4K 4Charity Fun Run” by AWS Elemental, will now be carried forward by Rise Academy. The charity aims to continue the event’s legacy of building community while generating funding for mentorship, training, work placements, and industry exposure.
A new addition this year is the Sam Blackman Medal, named in honor of the AWS Elemental co-founder. Rise Academy said the medal will be awarded to the participant who best embodies community, inclusion and purpose, rather than speed, in recognition of Blackman’s commitment to using technology for positive change.
The event will also include fun awards, such as best fancy dress, most enthusiastic runner, best team theme and top social post.
Equity and inclusion
Laura Barber, co-founder of the “4K 4Charity Fun Run,” said, “The ‘4K 4Charity Fun Run’ began as a simple idea, to bring people together across our industry in support of equity and inclusion. What grew from that was a global community effort that raised millions and made a lasting impact. The Rise Academy ‘Run 4 the Future’ continues that legacy, honouring Sam Blackman’s vision and inviting all of us to support the next generation of innovators in media technology.”
Andy Beale, co-chair of Rise Academy, added, “‘Race 4 the Future’ is about far more than covering 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.”
Sponsorship opportunities are available for businesses, including medal sponsorships, water station sponsorships, and race bib sponsorships. Entry costs £25, with all proceeds going to Rise Academy programs.
You can register for the run here.
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