The European Canoe Association (ECA), set for a rebrand as Paddle Europe, will join the Paddle Games this weekend in a clear signal of intent to embrace new formats and commercial opportunities for the sport.

The governing body, accompanied by its official technology partner Memosoft, is attending the event in Palma de Mallorca as part of a formal commitment to explore collaboration, with a potential official partnership for the 2026 edition of the Games already on the table.

Jovana Stanojevic, the ECA’s newly appointed chief executive, highlighted the significance of the move. “This event represents a new and very interesting approach to testing options for the future of our sport,” she said. “It also creates a gathering moment for champions, a celebration of canoeing driven by the main athletes who make it thrive throughout the year, most of whom are European.

“We see this as an opportunity to explore professional marketing approaches within our sport. Being a European initiative, ECA recognises its value and believes we should be part of it.”

Onboard technology set for speed trial

Simultaneously, Memosoft will use the event to put its latest onboard camera technology through its paces. The upgraded version, which includes new hardware and enhanced performance, debuted at the 2025 Canoe Marathon European Championships but will now be tested on sprint boats for the first time.

The immediate goal is to evaluate its potential for improving live sports presentation during the 2026 Canoe Sprint season, with a view to extending its use to other European canoeing disciplines.

Ekaitz Saies, the founder of the Paddle Games, welcomed the support. “It’s an honour to welcome the European Canoe Association and their technology partner to this year’s Paddle Games in Palma de Mallorca,” he said.

“Their presence highlights ECA’s vision to push our sport forward, combining tradition with innovation to create a more exciting, dynamic and commercially attractive future for our beautiful sport. By embracing new ideas and technologies, we’re opening the door to new audiences, stronger partnerships and bigger sponsorship opportunities.”

The move marks a fresh direction for the European body, suggesting a recognition that traditional structures must adapt to keep pace with the evolving sports media landscape.