Coe touts faster format, richer rewards after Ultimate debut

Sebastian Coe, the president of World Athletics, believes athletics needs to move faster to engage younger audiences. At the inaugural three-day Ultimate Championship in Budapest, winners collected US$150,000 with prize money distributed throughout the field, something Coe has long advocated for. The condensed format, featuring rankings and winning probabilities, was designed to keep fans engaged.

Coe criticized the lengthy pre-race introductions and athletes standing on the start line for extended periods, saying fans just want the event. The championship attracted significant attention, with athletes competing in national team uniforms instead of commercial kits. Winners like Masai Russell and Jazmin Sawyers highlighted the financial benefits, with Russell earning more in 11 seconds than he had ever made before and Sawyers using the prize money to continue her career.

The event also drew interest from international sports organizations, with over 20 International Olympic Committee members attending. Coe confirmed the format was still evolving, noting that some events were excluded and that three of the sport's biggest names - Usain Bolt, Noah Lyles, and Mondo Duplantis - attended to promote the championship.

Despite concerns about the next edition competing with the 2028 Los Angeles Olympics, Coe maintains that the World Athletics Championships and the Ultimate Championship should serve as the season's finale.