From Talent Factory to Power Base: Africa’s New Role in World Athletics Strategy

Speaking ahead of the World Athletics Relays in Gaborone, Coe said Africa is no longer viewed solely as a producer of elite talent, but increasingly as a key partner in shaping the future structure of global competition, hosting rights, and participation growth.

“The next 50 years is going to be, in large part, the story about the African continent and the contribution,” Coe said, framing the region as central to the sport’s long-term evolution.

His remarks came during a media briefing ahead of the World Athletics Relays, which are being staged in Africa for the first time since the competition was launched in 2014. The event has previously rotated through countries including the Bahamas, China, Japan, and Poland.

Coe described the Gaborone edition as a milestone moment, saying it demonstrates that Africa is now capable of hosting elite global championships at scale.

“This is an opportunity to demonstrate that Africa has come of age as a host for major global championships,” he said, adding that the continent is “ready to stage world-class events and share its moments with the world.”

The World Athletics chief noted that around 700 athletes from approximately 40 countries are competing in Botswana, with qualification places for upcoming global championships and a $400,000 prize pool adding competitive weight to the event.

But beyond competition, Coe repeatedly returned to a broader strategic message: Africa’s growing importance in shaping the sport’s future audience, infrastructure, and governance.

Africa as a strategic pivot

World Athletics has increasingly positioned Africa as a central pillar in its expansion strategy, not only for its athletic output but also for its demographic and developmental potential.

Coe said the continent’s youthful population is critical to the sport’s sustainability, particularly as athletics competes for attention in an increasingly crowded entertainment and digital landscape.

“We’re competing against a landscape that is attracting young people in all sorts of ways,” he said, arguing that athletics must evolve to remain relevant.

He pointed to innovations such as mixed relay events, digital broadcasting tools, and enhanced fan engagement platforms as part of a deliberate effort to modernise the sport. Mixed relay formats, including the 4x100m mixed event, have been introduced as part of what he called “road-tested” innovation designed to keep athletics dynamic.

“We have a responsibility to continue to innovate. Sometimes that innovation will be met with spectacular applause and sometimes it will be a slower burn,” Coe said.

From participation to infrastructure

Coe also outlined a broader legacy agenda tied to hosting major events in Africa, linking elite competition with grassroots development and institutional capacity-building.

He said initiatives such as “kids’ athletics” are designed to translate global championships into long-term participation growth, particularly through schools and community programmes.

“The next 50 years is going to be, in large part, the story about the African continent,” he said, adding that major events create a “virtuous circle” between elite performance and youth participation.

Coe also highlighted the importance of building what he called “human capacity” across the continent, including training technical officials, event organizers, and administrators capable of staging world-class competitions independently.

“That’s a challenge historically… sometimes culturally,” he said, noting that expanding technical expertise is essential for sustainable growth.

A shifting global map of athletics

Beyond Africa’s internal development, Coe also pointed to growing global competition for hosting rights. He revealed that six global cities have already expressed interest in future World Athletics events, with several having participated in observer programmes at the World Championships in Tokyo.

While declining to name the bidders, he acknowledged that “there is very keen interest in Africa,” reinforcing the continent’s increasing presence in global hosting conversations.

At the same time, Coe paid tribute to Ethiopia’s long-standing contribution to the sport, describing it as a “stronghold” of athletics and noting its history of producing world-class distance runners who have shaped global competition.

He said discussions have already taken place regarding the possibility of staging future events in Ethiopia, reflecting growing continental ambition.

A shift beyond medals

Coe also addressed the philosophy behind major championships, arguing that success cannot be measured solely in medals and records.

“The whole purpose behind major championships is not just about medals tables,” he said. “We have a responsibility about the legacy, both hard and soft.”

He emphasized that legacy includes infrastructure, participation pathways, and inspiration for young people watching from stadiums or screens.

“I want them to leave the stadium excited enough to go and join one of your athletics clubs,” he said, underscoring the link between elite sport and grassroots engagement.