SAN FRANCISCO, CA and LAUSANNE, SWITZERLAND – December 23, 2025. CAMB.AI, the localisation infrastructure company for the internet, has teamed up with European Athletics to change how sports brands connect and communicate with their fanbase. This coincides with the launch of CAMB.AI for Publishing, which can transform digital content into more than 150 languages through advanced AI-powered translation and dynamic text-to-speech (TTS) technology.
Since its founding in 1970, European Athletics has united and inspired sports fans across Europe, staging many of the continent’s most iconic events. With this multi-year agreement, announced following the 2025 SPAR European Cross Country Championships on December 14 in Lagoa, Portugal, European Athletics becomes the first major athletics association to deliver a truly multilingual digital experience.
Beginning this month, European Athletics’ digital platform features event coverage, athletic profiles, competition updates, and more, all accessible with the click of a button in the fan’s preferred language. Thanks to CAMB.AI’s localization infrastructure, the website is initially available in 12 languages, with plans to expand it to include every European language soon.
“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” said 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."
Working with European Athletics reinforces CAMB.AI’s mission to build a world where language is no longer a barrier to being informed or entertained and to redesign the internet for everyone.
“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.”
About European Athletics:
European Athletics is the continental governing body for athletics, overseeing major events and supporting the development of the sport across its 51 Member Federations.
About CAMB.AI
CAMB.AI has built a global content localization infrastructure driven by AI-powered multilingual translation. With the world's most advanced speech and translation AI capabilities, CAMB.AI enables seamless multilingual communication across video, audio, and text, and across 150+ languages – including one spoken by fewer than 650 indigenous people in Costa Rica – preserving cultures, retaining authenticity, and making stories accessible to new audiences. Its philosophy: “The Internet was made for English-speakers. It’s time to re-design it for the world.”
The company works with the world’s biggest brands, including the Australian Open, Comcast/NBCUniversal, Dentsu, Eurovision Sport, IMAX, MLS, and NASCAR. Its MARS generative text-to-speech model was the first to be available on AWS Bedrock and the Google Vertex AI Model Garden. Other milestones include the first AI-driven multilingual live sports commentary (in the world, in Europe, in motorsports, at a press conference, and more); the largest real-world deployment of AI; and the first Arabic movie dubbed using AI.
CAMB.AI has raised $18.5 million to date and is supported by investors including Comcast NBCUniversal Sports Tech, TRTL Ventures, Oraseya Capital, Courtside Ventures, Ikemori Ventures, 5Point Venture Partners, and Dubai Future District Fund. It has operations in the U.S., Canada, APAC, Europe, the Middle East, and India. For more information.
News, insights, and how-tos; find the best of AI speech and localization on CAMB.AI’s blog. Stay tuned with industry leaders.
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