Diamond League events are showing the world how to promote athletics – is india listening?
Two of the most important things the World Athletics Association is doing are trying to get athletes to earn amounts comparable to those of tennis and golf stars, as their pursuit of excellence is no less than that of tennis or golf stars.
In this regard, Sebastian Coe, the president, is starting what is called the Ultimate Challenge Athletics Budapest in September 2026. He is upgrading the prize money from 70000 USD at the World Championships to 150,000 USD for first place, with other places adjusted accordingly. This is definitely a step all countries should take if they want to improve their medal tally and standards at the Olympics.
Another important step the Diamond League is taking is bringing events to the crowds. The Lausanne Diamond League held the pole vault on the side of Lake Geneva, which already has crowds. The Zurich Diamond League will do the same on the first day, outside a metro station, to draw crowds. Idea: take the sport to crowds, popularize it, and then get them to come to stadiums to watch.
Hoping the Indian Federation is watching.
In fact, this year a sponsor came to us and said, “Hold a high jump competition for top Indian athletes outside Ambiance Mall in Gurugram; we’ll give 25 lacs as prize money.” The federation’s answer, my friend, is blowing in the wind.
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