Governing body integrates AI-powered translation button across website featuring event coverage and athlete profiles
European Athletics has teamed up with localisation AI company CAMB.AI to add a translation button to its website that provides access to advanced AI-powered translation and dynamic text-to-speech (TTS) technology.
European Athletics’ website, which features event coverage, athletic profiles, competition updates, and more, can now be viewed – at the click of a button – in the fan’s preferred language.
The website is initially available in 12 languages, with plans to soon expand it to include every European language.
“European Athletics has always aimed to unite a diverse continent through sport, and the launch of our new multilingual platform marks an important milestone in that mission,” said Dobromir Karamarinov, president of European Athletics. “By embracing AI and advanced digital technologies, we are creating a more inclusive and accessible digital experience that reflects the linguistic and cultural richness of Europe. This initiative is firmly aligned with our strategic roadmap, and in particular with our digitalisation and innovation pillars, as part of a long-term commitment to harness technology to bring athletics closer to millions more people, strengthen our community, and expand our reach across generations and borders.”
“We are delighted to introduce our new AI-powered multilingual capabilities on the European Athletics website, delivered through CAMB.AI,” added Christian Milz, CEO of European Athletics. “This development marks a major step forward in making our sport more accessible and engaging for fans across the continent. We launched the new languages at the 2025 SPAR European Cross Country Championships in Lagoa last week and our website is now available in 12 additional languages, with more to follow. This is only the first phase of our wider digital transformation, with multilingual functionality to be extended to our live results platform by European Throwing Cup in 2026. It is an exciting time for our sport and something our growing audience deserves.”
“This marks a significant milestone for sports fans across Europe, who can now experience sports in their native language,” said CAMB.AI co-founder and CTO Akshat Prakash. “With our sophisticated AI models, European Athletics is showing hundreds of other sports bodies and authorities around the world that it is possible to serve sports fans while transcending geography and language barriers, in compliance with upcoming EU inclusivity directives.”
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