Seb Coe

So we looked at what it was that we could put in there

that will capture the excitement, particularly the athletes.

And we've gone for this after a lot of sort of road testing and research amongst our fans, our athletes, our coaches, our stakeholders, sponsors.

I don't want this to sound like a marketing seminar, but we've done a lot of background work and we've been doing this for two or three years.

And we have settled upon effectively a three-night world championship.

It won't be every discipline.

Each, you know, the disciplines will be balanced.

So, you know, every discipline that we have there for female athletes, we'll have for male athletes.

It'll be the top eight field eventers in the year at a particular cutoff point.

of the top 16 in the track events male and female they'll do semi and final unless they're doing the 5k that'll be a straightforward final and the field of enters will have a straight final and in simple terms it'll be three hours a night

for three nights.

It's in Budapest in September.

It will be the culmination of our season.

There'll be a $10 million prize pot, which is substantively bigger than anything on offer.

We want it to feel and look different.

Everything from re-imagining what the field of play looks like,

giving the athletes more skin in the game, allowing them to create their own content, use that content during the championships, wearable tech, processing results quicker, all the things that I think will make this a very different type.

of championship.

And you never know.

There may be things we witness in Budapest over three nights that we can sort of absorb in our more traditional world championships, which typically takes place over nine days with not 350, 400 athletes, but nearly 2,000.