This archive report was first published on 18 November 2021.
September 8, 2021, marked a significant moment for World Athletics as President Sebastian Coe expressed his enthusiasm for the upcoming world championships in Eugene, Oregon. The event, scheduled for July 15-24, 2022, is a crucial opportunity for the sport to gain traction in the United States, a country where athletics struggles to attract a mainstream audience despite its athletes' impressive performance.
Speaking after the World Athletics Council meeting, Coe emphasized the importance of leaving a lasting impression on the US sports market. "We don't want to come out of the world championships in Oregon without a very defined footprint for our sport in that country," he said.
With the largest sports market in the world at stake, Coe believes that the extended relationship with NBC is a significant step in the right direction. He aims to ensure that the championships are not only a success in Oregon but also resonate with audiences across the United States.
World Athletics CEO Jon Ridgeon echoed Coe's sentiments, expressing excitement about the event. "We have great live slots every evening on NBC, and the U.S. team should perform spectacularly, which will help grow audiences and our fan base in America," he said.
The governing body is putting in significant effort to create an engaging experience for spectators in the stadium and those watching on TV. The intimate setting of the stadium, combined with the new elements being introduced, is expected to bring the athletes and spectators closer, creating new moments of drama around the competition.
