By Sebastian Coe
A day spent at the birthplace of the Olympic Games and this now feels very real. The vote for the 10th president of the International Olympic Committee is upon us. I have never felt more ready.
The opening ceremony for the 144th IOC session took place on Tuesday at the archaeological site in Ancient Olympia, a magical spot where the first Games were staged in 776 BC. Fair to say a bit has changed since.
Which brings me to my reason for being here in Greece as one of seven candidates to succeed IOC president Thomas Bach. It would be a privilege to lead this great organisation forward; to equip the Olympic movement for the challenges of tomorrow as well as today. For me, this is not a job, it’s a passion.
Olympic sport is fundamental to my DNA. I have said that before but it bears repeating. I have seen the Olympic movement from all sides. I competed in two Games, I chaired a national Olympic committee, I won and then successfully delivered London 2012 and I now lead an international federation.
My record is important but what I plan to do if elected is what really matters. Major challenges lie ahead. I hope the 109 IOC members voting on Thursday know by now I have the energy, enthusiasm, vision and commitment necessary to steer the ship.
My entire approach is driven by the principle that whatever challenges we face, the integrity of sport comes first. My conversations with IOC members around the world in the six months since I announced my candidacy reassure me that I am not alone in this.
Sebastian Coe arrives for the opening ceremony of the 144th International Olympic Committee Session in Olympia, Greece on Tuesday. Credit: Getty Images
There is broad consensus that we must reaffirm our commitment to sporting excellence, that we have been losing focus on what makes the Games special: the pursuit of stellar human achievement through fair competition.
There is strong support for protecting the female category with clear, well communicated, evidence-based policies, as we have done at World Athletics, where I am president. Also, for ensuring doping never tarnishes the values we stand for.
Should I prevail I guarantee my leadership will be shaped by these invaluable conversations because one thing I have learnt along the way is how to build teams, empower them and take people with me. You do not deliver as a lone wolf.
Capturing the imaginations of young people is key to the future health of our movement. I recognise the importance of creating an audience-first approach to the Games – delivering what the audience wants, when they want it, where they want it and with a barrier-free physical and digital experience.
‘There is strong support for protecting the female category with clear, well communicated, evidence-based policies.’
Sebastian Coe
This is not to say you shape everything around the likes or dislikes of 15-year-olds, but you have to listen to what the audience are telling you. I’m not sure we’re doing that as well as we could be.
Young people tend not to see you just as a sporting organisation. They ask the more fundamental question, ‘Do you look like the world I live in?’ If you do not, they move on very quickly.
It is our duty to inspire the next generation to aspire to be Olympians and Paralympians. And for that reason athletes must sit at the heart of the Olympic movement and every decision. They must benefit, either directly or indirectly, from the proceeds of growth.
The rationale for introducing prize money into World Athletics was to address a unique issue in track and field where athletes are being recruited by many other sports. One size does not fit all and it may not be the right way to go for all sports, but my long-held belief is that athletes should be commercial partners.
Candidates are vying to succeed outgoing IOC president Thomas Bach.Credit: Getty Images
They should have access to more rights, to more of their own data and performance material and to elements of the Olympic brand to help them become more financially stable in their journey to becoming an Olympian.
Athletes are the lifeblood of the Olympic and Paralympic Games and they deserve to share in the commercial benefits. There should be much more flexibility in how they are able to promote themselves and their sponsors during competition.
I am committed to investing in technology, particularly artificial intelligence, to accelerate many aspects of sports delivery, management, talent ID and access to broadcast and high-impact moments.
We have spent too long talking about the role of technology to support smaller international federations and national Olympic committees. We must now act and ensure that smart technology is put into the hands of those that can benefit most.
Being able to accelerate efficiencies in administrative processes, turbo-charge anti-doping testing and access world-class coaching is in our grasp. Let’s use it and advance our joint ambitions.
Having run a successful sports marketing agency I look at the Olympics as one of the most recognisable brands in the world. I see opportunities to unlock the full equity of the Olympic rings by inviting world-class companies to become strategic partners across the sporting landscape.
We must empower members, athletes, Olympic committees, partners and broadcasters to help shape the organisational and commercial future of the movement.
If elected, that will be an absolute priority of mine, alongside transparency of decision-making. This listen, learn and lead approach will remain my guiding principle.
I am indebted to three legends of my sport for their endorsement. Thank you, to Usain Bolt, Sir Mo Farah and Armand Duplantis and the many others who have offered support.
We are into the home straight. This has felt like a race and, as the finish line approaches, I take encouragement from the fact I have always been pretty good at races.
Sebastian Coe is the president of World Athletics, chairman of the British Olympic Association and a two-time Olympic 1500m gold medallist.
Telegraph, London
