For years, athletes have been told to chase glory, break records and make history. But according to World Athletics president Sebastian Coe, there is another part of the conversation that can no longer be ignored: money.
Coe has strongly defended the growing use of prize money in athletics, arguing that financial support is an important part of an athlete’s wellbeing and long-term career.
Speaking on the sidelines of the European Athletics Championships, the former Olympic champion said athletes should not be expected to dedicate their lives to sport while financial pressures are pushed into the background.
Coe: Athletes need financial security too
Coe believes discussions about athlete welfare have traditionally focused heavily on physical and mental health.
While those issues remain important, he argues that financial security is closely connected to both.
For an athlete trying to train at the highest level, worries about paying bills, supporting family members or planning for life after retirement can create enormous pressure.
According to Coe, prize money can provide athletes with some breathing room and allow them to concentrate on their careers without constantly worrying about their finances.
His position is particularly significant because Coe has been one of the strongest voices pushing athletics towards greater financial rewards for competitors.
The Olympic prize-money debate
World Athletics made history at the Paris 2024 Olympics by becoming the first international sports federation to introduce prize money at the Games.
Each athletics gold medallist was awarded US$50,000, while relay teams shared the same amount.
The decision was welcomed by many athletes but also attracted criticism from parts of the Olympic establishment, with concerns that paying athletes could undermine the traditional spirit of the Games.
Coe, however, has remained unapologetic.
He even joked that the controversial decision may have contributed to him no longer being at the International Olympic Committee’s headquarters in Lausanne after losing the 2025 IOC presidential election to Kirsty Coventry.
A new era for athletics
Coe’s push for better financial rewards is not limited to the Olympics.
World Athletics is preparing for the inaugural World Athletics Ultimate Championships, scheduled for Budapest from September 11 to 13, 2026.
The new three-day competition comes with a massive US$10 million prize pool, reflecting Coe’s desire to create an event that feels different from traditional athletics championships.
But there is an interesting twist.
Unlike many competitions where only the winners take home substantial rewards, Coe says every athlete competing in the track events in Budapest will leave with some financial reward.
There will be 16 competitors in each track event, meaning athletes will not have to win the title to earn something from the competition.
‘It is not a philosophical divide’
Coe rejects the idea that prize money represents a fundamental threat to the values of athletics.
Instead, he sees it as a practical way of supporting the people who make the sport possible.
He also points to the changing nature of professional sport, arguing that athletes today operate in a completely different financial environment from the one he experienced during his own competitive career.
That change, he believes, requires athletics to adapt.
IOC takes a different approach
The debate over athlete payments has also reached the IOC.
In June 2026, the organisation announced a US$10,000 “Fit for the Future Olympian Grant” for every athlete participating in the Olympic Games who meets the programme’s eligibility requirements.
The IOC has stressed that the grant is not prize money and is intended to provide athletes with financial support regardless of their finishing position.
That approach differs from World Athletics’ model, which directly rewards competitive achievement.
Coe’s argument, however, remains straightforward: athletes deserve financial support because their careers involve sacrifices that extend well beyond what spectators see on the track.
What this means for African athletes
The issue is particularly relevant in countries such as Kenya, where athletics has produced some of the world’s biggest sporting stars.
Kenyan runners have dominated events ranging from the 800 metres and middle-distance races to the marathon and steeplechase.
But behind the medals and international fame are thousands of athletes trying to build sustainable careers from sport.
For them, prize money can make a significant difference—not only by rewarding performance but also by helping athletes support their families, invest in their futures and prepare for life after competition.
Coe’s message is therefore likely to resonate strongly beyond the major championships.
Winning matters, but increasingly, the people who make the victories possible want the financial rewards to reflect their sacrifices.
