World Athletics chief backs faster formats, bigger prize pools

Coe's comments come following the debut of the Ultimate Championship, which offered a record US$10 million prize purse, significantly higher than traditional athletics competitions. The World Athletics leader argued that the sport's governing bodies must accelerate the pace of change to remain competitive in the modern sports entertainment landscape.

The championship's substantial financial commitment underscores a broader industry recognition that prize money plays a crucial role in attracting both elite athletes and younger fans to track and field. Coe indicated that athletics cannot rely solely on traditional formats if it hopes to capture the attention of demographic groups that have increasingly turned to alternative sports and entertainment platforms.

The Ultimate Championship format represents one of several innovations being explored by World Athletics to modernise the sport. These efforts reflect growing pressure within the athletics community to adapt to changing viewer preferences and consumption habits, particularly among Generation Z and younger millennial audiences.

The debate over competition formats and financial incentives has intensified as traditional sports face mounting competition from esports, entertainment streaming services, and other digital platforms. Coe's endorsement of the Ultimate Championship's approach suggests World Athletics is prepared to pursue more radical changes to keep athletics relevant in an increasingly crowded sporting marketplace.