A richer world athletics, but not for all...
Has world athletics suddenly become richer, or is it just trying to be fairer in the distribution of financial income, particularly in the share it gives to athletes?
In any case, the news for the next few years seems to confirm a major flow of money into athletics, with the athletes as the primary beneficiaries. It also seems that the recently launched projects and new competition formulas are very attractive and of great interest to promoters and advertisers.
Historically, this has been the case since the 80s, when under the control of the revered President Primo Nebiolo, the man who revolutionized athletics, the IAAF was a pioneer in deciding to grant bonuses to athletes at world championships. It also began to pay grants to national federations for the preparation of their athletes. In fact, it distributed the income generated by world competitions as fairly as possible.
Forty years later, World Athletics (the new name for the IAAF) announced athlete bonuses at the last Olympic Games in Paris. One day, the IOC will have to review its financial policy and come to the realization that, at the heart of the money it collects, there is a show whose actors are the athletes, and that any service that generates profits must benefit its actors first.
I'm one of those who believe that the IOC should start paying bonuses to winners as soon as possible.
Today, it seems that the most important annual competition in athletics, the “Wanda Diamond League”, will be increasing its athlete bonuses in 2025, thanks to a significant increase in resources. The amounts involved will be higher than in previous seasons. The promised increase will apply to both individual competitions and the overall prize money paid out at the annual finals.
For its part, World Athletics, which had already increased the prize money reserved for athletes at world championships in 2022, is now proposing a new formula for annual competition, which it now calls the “Ultimate Championships”. The competition would begin in 2026 with a prize fund of 10 million USD. The winners of each event would receive USD 150,000.
Also arriving is the new world league, Grand Slam Track (GST), founded by legendary American sprinter and former 400m world record holder Michael Johnson. This competition will make its debut in April 2025. The GST, which will see the world's best male and female runners compete, offers 262,500 USD in prize money at each of its four meetings, each winner receiving 100,000 USD.
The Athlos, an event organized in New York by Alexis Ohanian (husband of Serena Williams), has also recently been launched. This women-only competition carries a prize of 110,500 USD per race, with 60,000 USD going to each of the winners.
European athletics has also seen a real shake-up, with the launch at this year's European Championships in Rome of gold crowns worth 50,000 EUR, awarded to the best result per event group. These awards were won by 10 renowned athletes: Warholm, Ingebrigtsen, Duplantis, Fabbri, Erm - Bol, Battocletti, Elkasevic, Mihambo and Thiam. In addition, for 2025, outdoor competitions organized under the aegis of European Athletics will be endowed with even higher prizes: EUR 75,000 for silver, EUR 30,000 for bronze and EUR 12,000 for the challenge.
Athletics thus seems to be back on its feet financially, no doubt as a result of the healthy performances of its ever-improving athletes and increasingly spectacular competitions.
At the same time, these new formulas risk widening the gap between the different regions of the world, particularly when it comes to continental competitions.
While Asia and North America have the capacity to keep pace, Oceania and South America a little less so, Africa seems far from being able to generate the financial flows needed to organize major championships and pay athletes bonuses. It's not a question of will, or even less of competence. Rather, it is the economic context that is decisive. At the 2018 continental championships in Assaba, Nigeria, Africa beat Europe to the punch by attempting to pay bonuses of 3,000 USD to the winners of the various events. Unfortunately, the project came to nothing.
The Confederation of African Athletics is likely to find it difficult to attract the best African athletes to these competitions if it does not align itself with what is happening elsewhere.
As far as athletics one day meetings are concerned here too, the gap is likely to widen even further. Formulas in Europe and North America will severely handicap the attractiveness of competitions elsewhere, particularly in Africa.
Only time will tell what will really happen...very soon indeed.
In the end, it's the athletes who will be more fairly rewarded for their efforts and sacrifices. And that's undoubtedly a great step forward for the world...
