Athletics Growing but Faces Competition from Sports Giants, Says World Athletics CEO
World Athletics CEO Jon Ridgeon met Guardian columnist Sean Ingle in Tokyo at the launch of the World Athletics Ultimate Championships, responding to an earlier column which Ridgeon found unfair. Ridgeon highlighted that athletics is growing on key metrics, with income increasing by 25% over the past three to four years. The world championships held in Tokyo were described as the biggest sporting event of 2025. World Athletics also recorded 700 million video views on its social channels during the September world championships, double the amount achieved in Budapest two years earlier.
The sport aims to attract casual fans and younger audiences, particularly Gen Z, rather than focusing solely on middle-aged viewers. To sustain growth beyond major events like the Olympics and world championships, World Athletics is introducing innovations such as drone footage to better capture performances and allowing athletes to bring their own social media teams to the Ultimate Championships.
World Athletics has a data and research unit that studies spectator and viewing behavior, including using sensors to gauge emotional responses within crowds. New event formats, like the World Treadmill Championships, are being planned to appeal to gym-goers and broaden participation. Despite these efforts, the organization faces stiff competition for audience attention from large sports like football and Formula One. Nielsen data suggests that one in seven people globally consider themselves fans of athletics.
To boost the sport's appeal, prominent athletes such as Mondo Duplantis, Sabastian Sawe, and Noah Lyles are often highlighted. Marketing dynamics have been illustrated through comparisons like Jake Paul versus Anthony Joshua. However, not all initiatives have succeeded; for instance, Grand Slam Track’s launch in the US was noted as a failure.
