In the prestigious setting of the Olympic Museum, a symbolic heart of the Olympic movement, FREE EVENT managed the creative direction and production of the AIPS Sport Media Awards, one of the most relevant global events dedicated to sports journalism.

In its eighth edition, the event brought together in Lausanne some of the most authoritative voices of the international press, celebrating excellence across Video, Photography, Audio, and Writing categories. An evening designed to highlight sports storytelling as a universal language, capable of transcending cultural and generational boundaries.

The project successfully combined institutional elegance with strong narrative impact, creating an immersive and engaging experience. The direction alternated between formal moments and high-emotional-impact segments, building a rhythm that guided the audience through a journey of stories, images, and perspectives from around the world.

The ceremony opened with a message from the President of the International Olympic Committee, Kirsty Coventry, who emphasized the fundamental role of sports journalists in sharing and amplifying the values of sport globally, highlighting how the AIPS Sport Media Awards represent a concrete example of excellence in storytelling for future generations.

In his speech, AIPS President Gianni Merlo reaffirmed the importance of quality in sports journalism, recognizing the contribution of media professionals in shaping the future and preserving storytelling as a core element of sport.

On stage, the hosting by Maria Pia Valls Beltran ensured a balanced and authoritative flow throughout the ceremony.

A key element of the project was the development of a theatrical narrative capable of enhancing content, protagonists, and context. The dialogue between the timeless charm of the Olympic Museum and a contemporary staging language resulted in a dynamic show, designed to elevate every moment of the awards ceremony.

Behind the scenes, FREE EVENT’s production team ensured precision, coordination, and an international vision, transforming an institutional event into a memorable experience. Every detail – from flow management to technical direction and content coordination – was designed to guarantee seamless execution and narrative consistency.

The AIPS Sport Media Awards continue to stand as a global benchmark for sports journalism, following previous editions held in Morocco, South Korea, Qatar, and Spain.

A project that fully represents FREE EVENT’s approach: transforming complex events into high-value narrative experiences, where content, production, and vision come together in a unique story.