The inaugural World Athletics Ultimate Championship begins in Budapest, heralding a new chapter for track and field with innovations aimed at enhancing athlete earnings and audience engagement. The three-day event features a $10 million prize fund, with winners in each of the 28 events receiving $150,000 and even those finishing eighth awarded $10,000. The competition will showcase visually enhanced equipment, such as glowing javelins and hammers on a black infield, alongside augmented reality displays showing athletes’ win probabilities.
World Athletics President Sebastian Coe, who has led the sport since 2015, described the championship as an “incubator for change” designed to boost both the sport’s popularity and its financial prospects. Coe emphasized the event’s role as part of a broader strategy to increase athlete compensation and secure the sport’s commercial future, pointing to recent successes such as strong television audiences. The BBC, for instance, notably expanded its coverage of the Budapest event following high viewing figures at the European Championships in Birmingham, where more than four million viewers tuned in at peak times.
Usain Bolt, a global ambassador for the championship and the fastest man in history, reflected on the substantial prize money now on offer, noting that he and fellow Jamaican sprinter Asafa Powell had missed out on such earnings during their competitive years. Bolt expressed support for introducing prize money at the Olympic Games, stating that athletes deserve compensation for their efforts.
The competition’s format, slated to take place over three three-hour sessions, involves 381 athletes from 65 countries. Its presentation incorporates entertainment aspects, such as Olympic 100m champion Noah Lyles acting as DJ and athletes attending a red-carpet event reminiscent of Hollywood premieres. The National Athletics Centre in Budapest, with a 21,000-seat capacity, is expected to be near full capacity throughout the event.
Looking beyond Budapest, Coe’s presidency is set to conclude in September 2027. Discussions are ongoing about how World Athletics will manage its commercial and broadcast rights following the expiration of its 15-year contract with sports marketing agency Dentsu at the end of 2029. The current agreement, worth around £14 million annually, restricts World Athletics from independently exploiting its own footage and rights.
Plans under consideration include establishing a new commercial arm that would grant World Athletics control over its future rights sales and potentially attract significant external investment. Coe’s allies have suggested he could lead this new entity, leveraging his experience and connections, though Coe himself remains undecided about his future role. World Athletics has confirmed that no final decisions have been made and that extensive internal consultations are ongoing to determine the best strategy to boost revenue and support the sport’s growth.
Athletes have also played an active role in shaping the Ultimate Championship, contributing to its planning and presentation. Notably, British 800m Olympic champion Keely Hodgkinson, who recently recovered from a hamstring injury sustained at the European Championships, participated in the event’s red-carpet launch. When asked about her fitness, Hodgkinson responded with a playful refusal to disclose details, underscoring the relaxed and athlete-focused atmosphere surrounding the competition.
As the sport prepares for this new era, World Athletics aims to continue raising the financial rewards and profile of athletics, bridging a gap with other professional sports and enhancing the experience for fans worldwide.