In a landmark week for European athletics—hot on the heels of the 130th Boston Marathon and a thrilling London Marathon—the spotlight has shifted to the future of the sport’s infrastructure. Paula Radcliffe, the three-time London and New York City Marathon champion, has been officially confirmed as the Ambassador for the European Running Business Conference (ERBC) 2026 and the EDP Porto Marathon.
This partnership represents a seismic shift in how the running industry connects with its participants. By bringing Radcliffe—a woman whose name is synonymous with the marathon world record for 16 years—into the heart of the business conference, European Athletics is signaling a commitment to growth, inclusivity, and technical innovation.
The European Running Business Conference (ERBC) 2026: What You Need to Know
The ERBC 2026, scheduled for November 6–8, 2026, will be hosted at the prestigious Alfândega Porto Congress Centre. As the fifth edition of the continent’s premier international summit, it serves as the ultimate “meeting point” for race organizers, national federations, global brands, and tech pioneers.
Why Radcliffe is the Strategic Choice for ERBC
While Radcliffe is celebrated for her 2:15:25 marathon record, her role at ERBC 2026 is deeply focused on the evolution of the running industry. She will moderate a flagship session that addresses the “two pillars” of 2026’s industry priorities:
- Sustainable Growth in Female Participation: Despite the surge in running, women remain underrepresented in the full 42.2km distance in many European regions. Radcliffe will lead the debate on dismantling barriers to entry and creating safer, more inviting race environments.
- Youth Engagement & The Next Generation: With the average age of marathoners trending upward, Radcliffe’s focus on the “Paula Runs Porto” initiative aims to make first experiences in running fun and accessible.
“The youth are the future of running; we need to ensure first experiences are fun, enjoyable and accessible to all,” Radcliffe noted during the announcement.
The “Paula Runs Porto” Initiative: Connecting Ideas to Action
The brilliance of the 2026 schedule is the synchronization of the conference with the EDP Porto Marathon (November 8). This creates a “live laboratory” where the strategies discussed at the Alfândega Congress Centre are immediately visible on the streets of Porto and Vila Nova de Gaia.
Through the “Paula Runs Porto” initiative, Radcliffe will transition from the conference moderator to a street-level motivator. This campaign is built on three core goals:
- Direct Inspiration: Radcliffe will engage with runners during the race, humanizing the elite experience.
- Family Inclusion: Promoting running as a lifelong, accessible activity that transcends age and ability.
- Economic Impact: Showcasing Porto-Gaia as a premier destination for sports tourism and international events.
Technical Analysis: The Porto-Gaia Race Experience
For the thousands of runners traveling to Portugal this November, the EDP Porto Marathon offers one of the most stunning—and fast—courses in Europe. The route winds through the UNESCO World Heritage center of Porto, crossing the iconic bridges over the Douro River into Gaia.
From a gear perspective, Marathon Journal expects to see a high concentration of the latest PEBA-based super shoes and carbon-plate technology, as industry leaders at the conference will likely be showcasing prototype tech for the 2027 season.
FAQs for ERBC 2026 & Porto Marathon
1. Where is the ERBC 2026 located?
The conference will be held at the Alfândega Porto Congress Centre in Porto, Portugal.
2. When does the EDP Porto Marathon take place?
The race is scheduled for Sunday, November 8, 2026, concluding the ERBC weekend.
3. What is Paula Radcliffe’s specific role?
She is the official Ambassador for both the European Running Business Conference and the EDP Porto Marathon, acting as a moderator for industry sessions and a face for the “Paula Runs Porto” participatory initiative.
4. How can industry professionals register for ERBC 2026?
Registration is available through the official European Athletics portal. Delegates include race organizers, marketers, tech providers, and federations.
Founder’s Note: The Marathon Journal Perspective
As the Founder and Editor-in-Chief of Marathon Journal, I have seen the sport evolve from a niche pursuit into a global business powerhouse. Paula Radcliffe’s involvement in Porto 2026 is exactly the bridge we need. It moves the conversation beyond just “shoes and splits” and into “community and legacy.”
If you are a race director or a runner looking to see where the sport is heading in the next decade, Porto is the only place to be this November.
