0730 | Saturday 12 September | IBC 2026
Lace up for the next generation of media technology talent.
Join us at IBC2026 in Amsterdam for the inaugural Race 4 The Future a charity run (or walk!) kicking off Saturday, 12 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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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.