The World Athletics Ultimate Championship is presented as a new competition designed to increase the visibility of athletics on the global sports calendar and strengthen the economic sustainability of elite athletes. With a 10 million USD prize pool and a compact format aimed at international broadcast and digital audiences, the event will take place in Budapest from 11 to 13 September 2026, positioned as a season-ending showcase expected to gather leading athletes and extensive media coverage.
This initiative forms part of a broader strategy to ensure continuous visibility throughout the year and provide more stable competitive and financial conditions for athletes. The aim is to expand the fan base through recognisable and accessible events. In this regard, entrepreneur Alexis Ohanian noted: “Athletes are present all year round, and our job is to make sure the public can see them,” highlighting the need for formats that sustain long-term interest.
A format for seasons without the Olympics or World Championships
World Athletics President Sebastian Coe explained that the Ultimate Championship is intended to serve as a landmark event during seasons without the Olympic Games or the World Athletics Championships. “We want to build a global audience every season,” he stated. “This championship has a 10 million dollar prize pool in which every athlete who competes will receive compensation.”
The competition is structured across three consecutive days, with direct finals for field events and a semi-final and final system for track events. According to Coe, the format is based on audience research and viewing behaviour, with the objective of ensuring clarity, pace and the simultaneous presence of the world’s leading athletes.
World Athletics joins the momentum of the Diamond League
At the same time, the Wanda Diamond League has increased its financial awards. The circuit allocates 9.24 million USD in direct prize money for athletes, a figure that rises to approximately 18 million USD when appearance fees, travel and athlete services are included. Diamond+ disciplines offer higher compensation, with 20,000 USD awarded to the winner at regular season meetings, while the Final grants 50,000 USD to each event champion. This structure provides greater financial stability throughout the calendar, allowing consistently performing athletes to accumulate significant earnings over the season.
Meanwhile, World Athletics has doubled the global amount allocated to official prize money: from approximately 25 million USD during the 2017–2021 cycle to around 50 million USD for the 2024–2028 cycle. These resources are distributed across World Championships, international circuits and elite athlete support programmes. The cumulative global audience for athletics surpassed one billion viewers in 2023, according to internal measurements and independent audits.
Figures and competitive value at the end of the season
Prominent figures from the sport have expressed support for the new model. Colin Jackson, two-time world champion in the 110m hurdles and commentator, stated: “The format is straightforward. You clearly see who competes against whom and for what purpose. The public can follow the entire process from start to finish.”
The end-of-season format may provide opportunities for athletes with strong seasonal performances who may not have qualified for global finals due to national selection criteria, as seen in recent years with Joe Kovacs. The competition will take place at the end of the 2026 calendar, when competitive performance levels and sporting impact are at their peak.
