Seb Coe

And that, for me, counts a lot in life.

Well, I'm an honorary Yorkshireman.

I was brought up in Yorkshire, but I competed for the county for 18 years and it's the best county in the world.

I think it is exciting.

We've been working on this for the best part of three years.

And look, let me try and sort of just distill this.

In a four year cycle, we have two world championships.

We have an Olympic Games.

And on each of those occasions, we have the so-called billion eyeballs on our sport.

Big, big global moments.

Tokyo was a good example just a few months ago in our world championships.

But there is a year in that four-year cycle where we don't actually have a world championship.

We don't have an Olympic Games.

It's not to say it's a fallow year.

We still have things like, well, this is a good example.

We have a European Championships.

We have a Commonwealth Games.

We have what we call our Continental Championships.

But we don't have that moment that we have in the other three years where center stage, big broadcastable moment, a billion people watching our sport.

And we can't afford that as a global sport.