With two years remaining in his tenure as president of World Athletics, Sebastian Coe is determined to leave the sport on a high note. His vision for the future is centered around reinvigoration, innovation, and making athletics more visible and financially rewarding for athletes.
A major highlight of his final years will be the launch of the World Athletics Ultimate Team Championship in September 2026 in Budapest. This groundbreaking event is designed to captivate global television audiences and reshape the way athletics is presented to the world. Athletes will compete in three-hour sessions, representing both themselves and their national teams while donning their countries’ kits. The event, Coe asserts, will be “big and punchy,” aimed squarely at drawing in new audiences and maintaining momentum after the 2024 Olympic Games and the 2025 World Championships.
The championship will also be notable for offering a record $10 million prize pool, a clear signal of Coe’s commitment to improving athlete compensation. He has long championed the financial rights of athletes, and this initiative continues that legacy. Despite criticism from some quarters including the International Olympic Committee for introducing prize money for Olympic gold medallists, Coe remains unapologetic. For him, it’s a matter of fairness in a global sporting economy that generates billions of dollars.
His comparison of athletes to unpaid headliners in a high-grossing concert underscores his argument: “It’s a bit like Taylor Swift being the only person not paid at the concert,” he says, highlighting the imbalance in how athletes are treated financially within the Olympic movement.
Coe’s determination to modernize the sport extends beyond format and finances. He remains open to ideas that can bring fresh energy and revenue streams to athletics. He referenced failed innovations like Michael Johnson’s Grand Slam series not with criticism but as learning opportunities, expressing a willingness to be an “enabler” for new ideas rather than a barrier.
Beyond sport, Coe has not shied away from political issues. He stood firmly behind the decision to ban Russian athletes following the invasion of Ukraine. His stance was deeply personal, influenced by a sobering visit to Kyiv, where he witnessed the humanitarian toll of the conflict firsthand. The experience, he says, left an indelible mark on him.
As Coe’s leadership winds down, he seems determined to ensure his final chapter is as dynamic as the rest of his career. Whether it’s bold new competitions, unprecedented prize money, or principled leadership in times of crisis, his aim is clear: to keep athletics thriving, visible, and athlete-centered.
