European Athletics: Paula Radcliffe confirmed as ambassador of the European Running Business Conference 2026 Porto – Gaia and EDP Porto Marathon

In a week where Europe captured the global spotlight—with outstanding performances at the London Marathon—the focus moves towards more major running occasions on the continent.

That momentum continues towards November, when former women’s marathon world record holder, world champion and seven-times major marathon winner Paula Radcliffe will take on her role as Ambassador of the European Running Business Conference 2026 Porto – Gaia and the EDP Porto Marathon, reinforcing Europe’s position at the centre of the global running conversation.

Taking place in the same week and cities, the European Running Business Conference on 6-8 November and the EDP Porto Marathon (8 November) will come together to connect the two defining dimensions of the sport – the industry shaping running and the runners living it.

As Ambassador, Paula Radcliffe will play a central role across both events, bringing her experience, perspective and leadership to some of the most important topics in running today.

Driving the Conversation

The European Running Business Conference 2026 will gather race organizers, national federations, brands, suppliers, and other stakeholders from the global running industry in Porto and Vila Nova de Gaia.

At the core of her role, Paula Radcliffe will moderate a flagship session focused on increasing female participation in marathons, while also addressing how the sport can better engage youth and future generations of runners.

The discussion will address barriers to participation, share practical solutions, and define how the industry can continue to grow in a more inclusive and sustainable way.

Her involvement further strengthens European Running Business Conference’s position as the leading European platform where the future of running is actively shaped—not only discussed.

Alongside the European Running Business Conference, Paula Radcliffe will also be present at the EDP Porto Marathon, one of Europe’s leading running events, welcoming thousands of runners from around the world.

While the European Running Business Conference brings together industry leadership, the marathon reflects its impact – through participation, emotion, and community.

Paula Radcliffe’s ambassadorship reflects a broader ambition shared across both European Running Business Conference 2026 Porto – Gaia and the EDP Porto Marathon – to grow female participation in running, to engage youth and develop the next generation of runners, and to create more inclusive and accessible environments for everyone entering the sport.

“The youth are the future of running… we need to ensure first experiences are fun, enjoyable and accessible to all,” she said.

Together, both events will bring these priorities to life in Porto and Vila Nova de Gaia, turning the destination into a focal point for the global running community during the same week in November.

Check out the European Athletics Alliance Partner profile here .

*Photo credit: European Athletics