World Athletics President Sebastian Coe said the inaugural Ultimate Championship in Budapest demonstrated how the sport can move faster to capture the attention of younger audiences. The three‑day, season‑ending event wrapped on Sunday evening, featuring a condensed schedule, national‑team uniforms, and a record $10 million prize pool.
Condensed format draws praise
Coe told a small group of reporters that he has long been frustrated by long gaps between races. “I’ve never understood why it takes seven minutes between the heats of the women’s 200 metres,” he said. “It just drives me to distraction. Getting stuff more rapidly engages, I think, younger people better.”
The championship eliminated lengthy pre‑race introductions and used graphics to highlight rankings and winning probabilities, creating a television‑friendly experience that kept fans glued to the action. Coe noted that watching a star like Usain Bolt stand on the start line for 20 minutes while volunteers handle his kit “leaves people cold.”
Record prize money rewards athletes
Beyond the format, the event’s $10 million prize pot sparked strong reactions from competitors. American hurdler and world‑record holder Masai Russell said, “It’s the most money I’ve ever earned in 11 seconds.” British long jumper Jazmin Sawyers, who earned $75,000 for second place, added that the payout “means I can stay on in the sport for another year.” Coe said the broader distribution of prize money aligns with his long‑standing belief that athletes should be financially supported throughout the field.
National‑team uniforms boost fan connection
In a departure from the Diamond League, athletes competed in national team uniforms rather than commercial kits. Coe argued that this approach “significantly more viewership if there is a national connotation to it,” as fans feel a stronger connection to athletes representing their countries.
The event attracted more than 20 International Olympic Committee members, as well as senior officials from rowing, table tennis and volleyball, underscoring its cross‑sport appeal.
Ongoing review and future outlook
Coe emphasized that the format remains a work in progress. Some critics have pointed to the exclusion of certain events, but Coe responded, “I have pointed out the lineup of events is not set in stone.” He also highlighted the participation of legendary sprinter Usain Bolt, who returned to the World Athletics fold nine years after retirement, and current stars Noah Lyles and Mondo Duplantis, who helped promote the championship.
Looking ahead, Coe said the Ultimate Championship is intended to serve as the season’s denouement, even with the 2028 Los Angeles Olympics on the horizon. “We wanted our World Championships and now the Ultimate to be the denouement of the season,” he said.
Original reporting: Appleton, WI News Feed (HLL/CB) — read the source article.
