European Athletics launches its multilingual fan experience

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. 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.

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 to 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 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.”