BCW launched BCW Eventus in 2019, promising an end-to-end service from its sports practice bringing top global events to life for governing bodies, host cities, brand sponsors, commercial partners and fans.

The communications agency says it will work with European Athletics bidding team to refine the positioning of the various European Championships from a host city perspective.

"We are delighted to start working with European Athletics to create stronger connections with future host cities," said Lars Haue-Pedersen, BCW sports practice managing director.

"Few things move people in the way that sports can.

"Athletics events also bring so many interesting opportunities to the cities hosting them, and European Athletics has many great stories to tell.

"With our experience of working with cities in many different countries combined with our well-tested methodologies, together with European Athletics we will ensure a strong host city engagement."

BCW says its extensive experience in working with cities around the world on event bidding and hosting campaigns will help provide European Athletics with insights and methodologies.

It is hoped this will further develop the attractiveness and relevance of its events for future host cities.

"Despite the COVID crisis, we have experienced strong interest from cities when it comes to hosting our major events," said Christian Milz, European Athletics chief executive.

"As such, we already either have host cities in place or cities engaged in the bidding process for our main European Championships from 2022 to 2028.

"Therefore, we feel that now is the right time to further engage with cities across Europe for our entire event portfolio.

"With BCW we have a strong partner on board to support us in these efforts."