Representatives of the national coordinating bodies and partners of the European Week of Sport and the #BEACTIVE campaign met online on June 6 for the 2024 Key Players' Webinar.
European University Sports Association (EUSA) was also represented during the streaming event by Mr Salvatore Sisca, EUSA Head of Media and Communications.

The meeting started with the welcome of Ms. Floor van Houdt and Ms. Violeta Birzniece, on behalf of the European Commission's Directorate General for Education and Culture (DG EAC), who unveiled the plans for the next European Week of Sport, highlighting past successes and the strong interest in the #BeActive campaign, and anticipating the campaign this year will be deeply influenced by the major sports worldwide events that are in agenda.

 

 

23 (so far) ambassadors will promote #BeActive messages, fitting all the values of the campaign and the important sports events all over the continent.
The European Week of Sport turns 10 this year. While the main event takes place between September 23rd and 30th, numerous activities and celebrations promote physical activity throughout the year.

 

Representatives from Pomilio Blumm, the agency tasked with crafting the communication strategy for European Week of Sport 2024, unveiled this year's campaign details.
As a response to the decline of physical activity in European society, the campaign aims to accelerate the inclusion process, promote wellness, inspire intergenerational exchange, and spread messages that this year also align with the Olympics ones.

 

The pillars of the communication strategy are going to be three: Inclusion, Well-being, and Belonging.
With a focus on activation, this campaign targets creating a more active Europe by empowering citizens and removing barriers to participation in sports. Innovative activities will be developed to engage people of all backgrounds.

 

The EWoS 2024 visual identity then has been presented: it will rely on the parallelepiped shape from the past editions, expanding this "frame" with the use of additional shapes. Circles and their lack of corners represent inclusion, welcoming, and accessibility; triangles and forward pointing arrows, represent right attitude, opportunities, and mental/physical/emotional effects; and hexagons, with multiple corners representing being part of a community and welcoming people in our networks fostering teamwork.

 

The webinar then concluded with the speech of Mr. Miguel Romero, EACEA Erasmus Sport Sector, the presentation of EWOS Opening event in Budapest by EU Sport Policy expert Ms. Reka Veress from Hungary, and the "How to organize sustainable sports events: example from Latvia" dissertation from Mr. Ronald Rezais from Latvia, Introduced by Policy Officer in the Sport Unit of the European Commission's Mr. Peter Fischer.

 

European University Sports Association (EUSA) is an official partner of the initiative and will continue supporting the European Week of Sport. This includes the overall promotion of the #BEACTIVE campaigns throughout the year, as well as during the 2024 European Universities Games. EUSA will give special focus to the September celebrations of the International Day of University Sport and the European Week of Sport. We invite our members, partners, and supporters to take an active lead and organize activities and take part in them, promoting #BEACTIVE initiatives.

For more information, please see: sport.ec.europa.eu/european-week-of-sport