World Athletics chief sees faster format as key to youth appeal

BUDAPEST — World Athletics president Sebastian Coe has expressed confidence that the sport's new Ultimate Championship demonstrates how athletics can accelerate its pace to capture the attention of younger spectators.

Coe believes the global athletics community has historically placed too great a burden on audiences by requiring extended viewing times for competitions. The inaugural Ultimate Championship represents a departure from this approach, incorporating a faster-paced format designed to maintain engagement and appeal to demographics traditionally underrepresented at athletics events.

The championship format also emphasises enhanced prize purses, reflecting Coe's conviction that modernising both the structure and financial incentives of athletics competitions is essential to broadening the sport's appeal. The combination of quicker action and improved rewards aims to position athletics as more competitive with alternative entertainment options vying for audience attention.

The successful debut of the Ultimate Championship suggests that athletics can adapt its traditional event structure without compromising competitive integrity. As global sports seek to remain relevant to younger viewers, Coe's initiatives underscore world athletics' determination to evolve its presentation and commercial framework to sustain long-term growth.