As part of the European Commission’s 2026 European Week of Sport (EWoS), Eurosport (part of WBD Sports) and EuropeActive are proud to join forces behind a shared ambition: encouraging people across Europe to embrace physical activity and make movement part of everyday life. Built around the campaign message #BeActive – Then. Now. Always., this collaboration combines the reach of Europe’s leading sports broadcaster and the expertise of EuropeActive’s national association members, to deliver on the Commission’s vision of promoting healthier, more active lifestyles for all across the continent.
A Shared Mission
Sport and physical activity have the power to improve physical health, strengthen mental wellbeing, foster social connection and build stronger communities. This belief sits at the heart of the European Week of Sport and is shared by both partners.The objective of the campaign is simple but ambitious: to inspire and empower people of all ages, backgrounds and abilities to move more and discover the positive impact that physical activity can have on their lives.
Through their collaboration, the fitness and physical activity sector and the most engaged sports media platforms in Europe, this partnership aims to amplify the #BeActive message on an unprecedented scale.
Bringing the #BeActive Message to Millions
To support the 2026 European Week of Sport, Eurosport has developed a dedicated pan-European awareness campaign centred around a new 30-second television and digital spot celebrating movement at every stage of life.
Throughout September, the campaign will be broadcast across Eurosport's continental channels, reaching millions of fans through television, digital platforms and social media. It reflects a simple idea: being active is not reserved for elite athletes or specific moments in life. Whether through sport, walking, cycling, fitness activities or everyday movement, every move counts.
« At WBD Sports, we believe sport has a unique ability to inspire positive change far beyond competition. Through Eurosport's unrivalled reach across Europe, we are proud to support the European Week of Sport and help amplify the #BeActive message to millions of people »
David Bernard-Bret, VP Marketing & CSR, WBD Sports
Mental Health Focus
In addition to this collaboration, through its flagship #BEACTIVE DAY campaign, EuropeActive has developed a dedicated Mental Health and Wellbeing Guide, written by Prof. Dr Richard Peter Bailey, Dr Ra’ed Ali Mohammaed Al-Khamaiseh, and Dr Nadia Samsudin from UCSI University, to provide practical insights on the positive relationship between physical activity and mental health. The guide features a foreword by former world number two and Eurosport tennis expert Alex Corretja, who shares his personal perspective on the importance of staying active for both physical and mental wellbeing. Available across EuropeActive's network and partner channels, the guide reinforces a key message at the heart of the campaign: movement is one of the most accessible tools we have to improve how we feel, connect with others and build resilience throughout life.
"Physical activity is one of the most powerful investments we can make in our physical health, mental wellbeing and social connections. Through this partnership, we have a unique opportunity to bring the #BeActive message directly into people's daily lives"
Kai Troll, CEO, EuropeActive
A Natural Partnership
The collaboration builds on a strong alignment between the missions of both organisations, and of the overarching European Week of Sport (EWoS).
The European Commission’s EWoS remains the largest initiative promoting physical activity and healthier lifestyles across the European continent. For EuropeActive, it reflects a long-standing commitment to helping more people become active through fitness, exercise and community engagement. For Eurosport, it represents an opportunity to use the power of sport storytelling, its extensive reach and highly engaged audience to encourage positive action beyond competition.
Together, the partners share a vision of a Europe where physical activity is accessible, inclusive and celebrated by everyone.
Looking Ahead to EWoS 2026
Running from 23 to 30 September 2026, the European Week of Sport will bring together thousands of activities, events and initiatives across Europe under the #BeActive banner. The campaign will encourage citizens to take part in local events, discover new ways to move and experience the many benefits of an active lifestyle.
Through this partnership, Eurosport and EuropeActive seek to inspire millions of Europeans to take the first step, rediscover the joy of movement, and remember that being active is something to start, to continue, and to celebrate throughout life.
#BeActive – Then. Now. Always.
WBD Sports represents Warner Bros. Discovery’s portfolio of sports brands, channels and platforms. It collectively reaches 130 million people every month, engaging fans and broad audiences in more than 200 markets and over 20 languages across free-to-air TV, pay-TV, streaming, digital and social platforms. Its portfolio includes Eurosport across Europe, TNT Sports in the UK and Ireland, sports coverage on HBO Max and discovery+, as well as WBD Sports Events. WBD Sports is the Home of the Olympics in Europe and delivers some of the world’s most prestigious sporting events, including Grand Slam tennis, cycling’s Grand Tours, winter sports, golf, mountain biking and more.
EuropeActive is the leading non-profit, membership-based organisation representing the European fitness and physical activity sector. Our members include 30 national associations, fitness and health club operators, suppliers, and fit-tech companies. Collectively, our sector serves over 75.5 million club users, generates €39.1 billion in annual revenue, and comprises 67,515 facilities. Our mission is to help get "more people, more active, more often." We strive to enable access to physical activity, and to further promote exercise as a preventative and cost-effective public health solution to combat non-communicable diseases, to improve quality of life and overall well-being, and to build sustainable, resilient communities across the continent.
