Seb Coe

Look, we've been working on it very hard for two or three years.

And look, I keep my fingers crossed, but it seems to have engaged a lot of the athletes, a lot of the athlete representatives and the broadcasters are going to take it, which is a good test of the market, I guess.

Usain Bolt is our senior ambassador.

And that's the first time he's really come back into the sport.

So we're going to use the athletes in a very upfront way.

We've got Mondo DePlantis actually writing a song for the, which he's actually going to deliver himself.

And he's writing that for the opening ceremony.

Well, maybe in Budapest.