{
  "id": 7094811,
  "title": "Coe touts faster format, richer rewards after Ultimate debut",
  "url": "https://urgent.news/2026/09/13/coe-touts-faster-format-richer-rewards-after-ultimate-debut-7094811",
  "topic": "world",
  "section": "World",
  "published": "2026-09-13T10:35:00.000Z",
  "source": {
    "name": "Free Malaysia Today",
    "slug": "free-malaysia-today-freemalays",
    "url": "https://www.freemalaysiatoday.com/category/sports/2026/09/13/coe-touts-faster-format-richer-rewards-after-ultimate-debut"
  },
  "original_language": "en",
  "account": "World Athletics president Sebastian Coe believes the new Ultimate Championship is proof athletics can move faster to attract younger audiences. The inaugural three-day event, held in Budapest, showcased a condensed format that engaged fans more effectively. Coe criticized the traditional seven-minute gap between women's 200-meter heats, stating it detracts from the sport's appeal to modern audiences. The championship featured a US$10 million prize pot, with winners taking home US$150,000 and additional money distributed throughout the competitors. Athletes like Masai Russell, who earned US$75,000 for second place, praised the significant financial reward. Coe also noted the use of national team uniforms instead of commercial kits, which he believes boosts fan engagement. Athletes from various sports, including the International Olympic Committee, attended the event, emphasizing its importance in the athletics community. While the format is still evolving, Coe remains confident the Ultimate Championship will continue to evolve and attract even more interest in the future.",
  "summary": "World Athletics president Sebastian Coe says the Ultimate Championship’s record US$10 million prize pot shows athletics must move faster to attract younger audiences.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 3,
    "also_reported_by": [
      {
        "outlet": "Channel News Asia",
        "title": "Coe touts faster format, richer rewards after Ultimate debut",
        "url": "https://urgent.news/2026/09/13/coe-touts-faster-format-richer-rewards-after-ultimate-debut",
        "published": "2026-09-13T10:04:05.000Z"
      },
      {
        "outlet": "Free Malaysia Today",
        "title": "Coe touts faster format, richer rewards after Ultimate debut",
        "url": "https://urgent.news/2026/09/13/coe-touts-faster-format-richer-rewards-after-ultimate-debut-7096129",
        "published": "2026-09-13T10:35:00.000Z"
      }
    ]
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}