0730 | Saturday 13 September 2025 | IBC 2025
Lace up for the next generation of media technology talent.
Join us at IBC2025 in Amsterdam for the inaugural Race 4 The Future a charity run (or walk!) kicking off Saturday, 13 September at 07:30. Open to all IBC attendees, this event lets you move with purpose and make a difference. Whether you’re racing for time or strolling with friends, every step you take supports Rise Academy’s work to open doors for underrepresented young people breaking into the industry.
Inspired by the AWS Elemental 4K 4Charity Fun Run that took place for several years at IBC, the Rise 4K invites you to participate for a donation of just £25*. Every pound goes directly to Rise Academy’s programs that help underrepresented young people launch successful careers in media and technology.
Race 4 The Future Countdown
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Registration Closed
For 2025 we are limited to how many runners we can accomodate for the Race 4 The Future and we have reached out maximum registrations. You can click below to join the waitlist, or you may also support the run by joining us as a volunteer – please use the volunteer link a little further down the page.
Awards That Go the Distance
Race 4 The Future isn’t just about speed it’s about spirit! We’re celebrating everyone who shows up with heart, humour, and a little healthy competition. Alongside the Sam Blackman Medal, we’ll be awarding prizes for Best Fancy Dress (think wild costumes, themed teams, or industry in-jokes), and Biggest Team Turnout, recognising the company that rallies the most runners. We’ll also celebrate Most Enthusiastic Runner and even Top Social Post so make sure to tag your selfies and squad shots! Whether you’re here to run, walk, dress up, or cheer from the sidelines, this event is all about kicking off IBC Saturday with joy, connection, and purpose.
Honouring a Visionary: The Sam Blackman Medal
Race 4 The Future honours the legacy of Sam Blackman, CEO and Co-founder of Elemental Technologies, an award-winning pioneer in software-defined video processing that reshaped how media is delivered across platforms. After Elemental’s acquisition in 2015, Amazon Web Services (AWS) scaled its breakthrough technology into a global platform for cloud-based video production—extending the founders’ legacy of innovation and impact.
Sam was also a passionate advocate for using technology to drive positive change and champion diversity and inclusion across the industry. He co-founded the original 4K 4Charity Fun Run, which inspired this event and continues to influence how we gather, give back, and grow together.
About Rise Academy
Rise Academy a registered charity that inspires, educates and informs young people about the opportunities and pathways into the media technology industry.
We are the only organisation that connects young people directly with industry professionals, alongside access to renowned industry companies such as WarnerBros Discovery, ITV, Sky, BBC, AWS & many more.
The Academy provides hands-on practical experience that enables young people to understand what roles exists in the industry, what skillsets they might need and tangible information on how to into the sector.
Volunteer
If you are unable to take part in the run itself perhaps you’d like to volunteer your time to make sure the event runs smoothly. If you’d like to help please fill in the form via the button below.
Our Sponsors
*Donations will be collected via the “JustGiving” platform. If you are a UK-tax payer your donations will be eligible for Gift Aid – please see the JustGiving website for more information. If you are a business making a donation through a UK registered company of platform, your donation may also be eligible for tax relief.
FAQs
Where will the run take place?
The run starts and finishes close Door F of the RA(Entrance to Hall 8 and opposite Strand Zuid). what3words: ///miles.deed.marginal
What time is the run?
Runners should gather from 7:00am. Registration closes at 7:20am, with a short briefing at 7:25am. The run will begin shortly after and participants should aim to finish the course by 8:30am
Where is the course?
The course is approximately 4km, starting and ending within the RAI campus, with most of the route through nearby Beatrixpark. We aim to share a course map in advance but please note the route is subject to change – the organising team will run the planned course and alternate options in the days before to make sure it’s safe and enjoyable.
Can I make my donation on site?
We are not able to take cash or card donations at the event. Donations can be made online via our fundraising page: Rise Academy – Race 4 the Future.
Can I bring a friend on the day?
For safety and planning reasons, all participants must be registered in advance. Friends and colleagues are welcome to support from the sidelines.
Is there somewhere to leave a bag?
For security reasons there will be no official bag drop – we encourage runners to bring as little as possible.
Should you need to bring bags/luggage, secure self-service lockers are available in Carpark P4 at the RAI. Lockers can be pre-booked here: Lockerpoint RAI.
Will there be toilets/showers?
Prior to the race, toilets will be available in Carpark P4. From 8am onwards, IBC badge holders will be able to access the toilets elsewhere in the RAI facilities.
Unfortunately – there are no public showers at the venue.
Will there be first-aiders/medic?
Yes. First aiders will be on site, with two stationed near the start/finish and a third on a bike equipped with an AED. Please alert a marshal or volunteer immediately if you or someone else needs assistance.
Will there be water stations?
We want to minimize waste as much as possible, but we will have some water bottles available around the 2km mark and at the race finish. If you can, we encourage you to bring your own water bottle or “camelbak”
Will there be refreshments available after the race?
Yes BT are hosting light refreshments from 8:15am in their space in the Outdoor Exhibit Area, close to the finish line.
Please note: an IBC exhibitor badge is required to access this area before 9:30am. There will be no access to this area before 8am.
Is the run timed?
Yes. Times will be recorded, but we are not using timing chips (this year) so there may be a small margin of error. Results will be published within a week of the race.
Can I walk instead of run?
Absolutely — walkers are welcome. Please aim to complete the course by 8:30am (within 1 hour of the start).
Will there be photography?
Yes — event photographers will be capturing the run. Photos may be shared publicly or used to promote future events. If you do not wish to appear, please let the organisers know on the day.
I don’t want to run but would like to get involved.
That’s great! We’re always looking for volunteers to help with marshalling, registration, and cheering on the runners. Please contact the organising team if you’d like to lend a hand.