Athletics, being a top Olympic sport, is keen to attract a bigger audience and also get closer to its fans. The coronavirus pandemic may have destroyed the competition calendar this year but it has helped the sport’s world body to understand its stars and fans better.

“Our most important assets, our athletes, have communicated better and in a more personal way. We want to have greater connectivity with our athletes,” said Sebastian Coe, the president of World Athletics, while speaking during the webinar organised by the Asian Athletics Association on Monday.

“And we want athletes to continue to communicate with their fans. We also want to make the sport more understandable and acceptable to our fans with new formats and better levels of presentation.”

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Strong bond

During the webinar titled, ‘Athletics in…

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