At IBC2025, the Rise Academy charity will revive the 4k charity run tradition at 7.30am on Saturday, 13 September 2025, in Amsterdam.
Originally launched as the 4K 4Charity Fun Run hosted by AWS Elemental, this initiative is intended to empower the next generation of media and technology talent by supporting inclusion and opportunity. With an entry fee of £25, every participant will be supporting Rise Academy’s programs, which are dedicated to underrepresented young people. Proceeds fund initiatives like mentorship, training, work placements, and industry exposure, which have been designed to dismantle barriers and amplify diverse talent in media tech.
Businesses and brands have also been invited to sponsor key event elements – including medals, water stations and race bibs – to gain visibility and alignment with Rise Academy’s mission.
This year’s event introduces 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 honours his inspiring commitment to harnessing technology for positive change. Other awards celebrating creativity and camaraderie include: best fancy dress; most enthusiastic runner; best team theme; and top social post.
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Rise Academy
4K 4Charity Fun Run Co-Founder Laura Barber 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.”
Rise Academy Co-Chair Andy Beale commented: “Race 4 the Future is about far more than covering 4K. 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.”
At IBC2024, a panel of young people shared their experiences with Rise Academy and how they got to where they are now in their professional careers. Discover more here.
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