For Lord Sebastian Coe, representing humanity is paramount, with unity and hope as the driving forces behind collective progress. A celebrated Olympic champion and a visionary leader in sports governance, Coe has left an indelible mark on World Athletics. He considers the Olympic legacy sacred and sees its preservation for future generations as a fundamental responsibility.

In his manifesto presented to the International Olympic Committee, outlining the principles of his election campaign, Lord Coe highlights five key values. However, what truly sets him apart from other candidates is his unwavering commitment to Sport First and Tomorrow’s Generation. His vision strikes a crucial balance upholding the sporting values that define international federations while modernizing them to ensure their continued relevance. This approach not only enhances the Olympic movement’s appeal to investors and sponsors but also strengthens the IOC and its affiliated bodies, ensuring they remain dynamic and influential in shaping the future of sport.

Coe’s vision extends beyond traditional governance. He believes decision-making should not rest solely with IOC executives but must also engage key stakeholders, including IOC members, National Olympic Committees, and the IOC’s commercial partners. He strongly advocates for accountability among policymakers, emphasizing that their role is not just administrative but pivotal in advancing the Olympic Motto. By fostering deeper collaboration between the IOC and its partners, he envisions a more inclusive and resilient Olympic movement, one that remains relevant for generations to come.

Sebastian Coe, one of the contenders for the presidency of IOC

Lord Coe’s democratic approach and respect for the voting rights of IOC members further distinguish him. Notably, he has proposed deferring certain objectives—particularly those tied to IOC structural reforms—until a potential second term. This ensures that major changes are pursued only if he is re-elected, reinforcing his commitment to transparency and accountability. He frames his first term as a leadership litmus test, giving his peers the opportunity to assess his governance before deciding on his continued mandate.

With 30 years of experience in the commercial sports industry, I have a deep understanding of its dynamics. Our focus must be on fostering high-impact partnerships that deliver measurable commercial returns, ensuring a shared commitment to each other’s success. By doing so, we can create sustainable, long-term value together.

COMMERCIAL PARTNERS & BROADCASTERS

Fully aware of shifting dynamics in global sports, Lord Coe recognizes that commercial partners and broadcasters are eager for Olympic modernization. In today’s rapidly evolving digital landscape, artificial intelligence and technological advancements are not just innovations—they are imperatives. Any hesitation in embracing them risks stagnation. His manifesto highlights this, stressing that sustaining growth in emerging markets is vital to the Olympics’ long-term success.

Pic Show Sir Mo, Lord Sebastian Coe and Jessica Ennis

At the heart of Coe’s Sport First vision lie two core principles: equality and fair play. On gender equality, he asserts that science should be the definitive metric for classification, forming the foundation for standardized protocols across all sporting organizations and federations. He understands that sustained investment and long-term partnerships between the Olympics and commercial stakeholders depend on ensuring that the Games remain engaging, transparent, and fair. In this regard, Coe stands out as the only candidate placing women’s sports under rigorous scrutiny, advocating for a clearer, science-based approach to gender classification and greater inclusivity in global sports.

During the extensive World Athletics reforms in 2016, we engaged with all Continental Associations and Member Federations to set a goal of achieving gender parity on the World Athletics Council by 2027. To drive this initiative, we formed a dedicated task force, actively supported their efforts, and successfully elected a council with equal representation of men and women in 2023, four years ahead of our original target.

Coe defines his leadership credentials through the formation of resilient alliances and lasting relationships built on trust, mutual respect, and shared goals an approach he sees as essential to the future of the IOC. As outlined in his manifesto, Lord Coe believes that trust empowers the best individuals to make sound decisions. With a proven track record of assembling expert, highly skilled teams, he has demonstrated this ability time and again—most notably in the success of the London 2012 Games and World Athletics. His vision includes establishing frameworks that foster innovation and problem-solving within teams, ensuring that colleagues, IOC members, and the Executive have the support and environment needed to achieve the best work of their careers in the world of sport.