Athletics 2024: A Year to Remember and a Future to Build
World Athletics President Sebastian Coe recently reflected on 2024 as a landmark year for athletics, dubbing it “one for the ages.” From breathtaking performances at the Paris Olympics to strides in governance and innovation, the year showcased the sport’s enduring appeal and its challenges as it moves forward.
A Season of Spectacular Performances
The Paris Olympics was undoubtedly the centerpiece of 2024, delivering unforgettable moments that cemented athletics as the heart of the Olympic Movement. One of the most talked-about races was the men’s 1,500 meters, where American Cole Hocker stunned the world with a sensational sprint finish to claim gold, defeating Britain’s reigning World Champion Josh Kerr. Coe, himself a two-time Olympic 1,500-meter champion, described the race as “a very good race that had everything in it.”
Another standout moment was Sydney McLaughlin-Levrone’s record-breaking performance in the women’s 400-meter hurdles, clocking an astonishing 50.37 seconds. Coe likened her dominance to David Rudisha’s legendary 800-meter world record at the 2012 London Olympics, calling it one of the most definitive Olympic wins he’s ever witnessed.
These performances not only captivated audiences but also elevated the sport’s profile globally. “Paris cemented our sport absolutely at the epicenter of the Olympic Movement,” Coe noted, emphasizing how these moments drive the sport’s growth and inspire the next generation of athletes.
Expanding Partnerships and Revenue Streams
Off the track, World Athletics made significant strides in securing new investment and partnerships. Companies like Sony, Honda, Deloitte, and others joined as sponsors, signaling confidence in the sport’s direction. Coe highlighted that these partnerships are driven by data and analytics, reflecting a well-governed sport with immense potential.
“When partners come to you, they’re making judgments about a sport that’s moving in the right direction,” Coe said. These investments are vital for sustaining the sport and ensuring athletes have the resources and platforms they need to excel.
Addressing Challenges
Despite the successes, 2024 was not without its challenges. The tragic death of Ugandan marathoner Rebecca Cheptegei highlighted the pervasive issue of gender-based violence. Coe acknowledged the sport’s responsibility to address such issues and pledged to work with partners to find constructive solutions.
The situation with Russia also remains complex. While progress has been made in addressing doping through initiatives like the Athletics Integrity Unit, the ongoing war in Ukraine adds a layer of uncertainty. “From a point of view of simple humanity, I just hope to Christ this finishes,” Coe said, reflecting on the immense suffering caused by the conflict.
Innovations and Future Plans
Looking ahead, World Athletics is focused on innovation and growth. New events like the Grand Slam Track and the Ultimate Championship in 2026 aim to enhance the sport’s appeal and provide more opportunities for athletes. Coe stressed the importance of extending the athletics season beyond its traditional May-to-September window to create financial stability for athletes and increase fan engagement.
Early ticket sales for the 2025 World Championships in Tokyo have been promising, with 200,000 tickets already sold. Coe also revealed plans to position cross-country running as part of the Olympic Winter Games by 2030 or 2034, with discussions underway to move the Cross Country Worlds to December to align with this vision.
Building a Sustainable Future
As World Athletics looks to the future, the focus remains on creating a sustainable and inclusive sport. Coe emphasized the behind-the-scenes efforts required to achieve these goals, noting that planning for 2026 is already well underway.
“It’s been a very, very successful year,” Coe concluded, “but there’s still a lot to do to ensure future years are just as good or better.” With a strong foundation built in 2024, athletics is poised for continued growth and innovation, inspiring athletes and fans around the world.