Sports Marketing

World Athletics to award $50,000 Prize Money to Olympic champions


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In a significant move highlighting the robust sponsorship backing of athletics worldwide, World Athletics has announced a new initiative to award Olympic champions with a financial prize of $50,000 for achieving the pinnacle of sporting success. This initiative will begin at the upcoming Olympic Games in Paris World Athletics made this announcement recently, becoming the first international federation to offer prize money at an Olympic Games. A total prize pool of US$2.4 million has been earmarked from the International Olympic Committee’s revenue share allocation, which is granted to World Athletics every four years. This prize money will be awarded to athletes who secure a gold medal in each of the 48 athletics events in Paris.

The initiative also includes a firm commitment to extend the prize money structure to Olympic silver and bronze medalists at the LA 2028 Olympic Games.

World Athletics President Sebastian Coe commented on the decision, stating, “The introduction of prize money for Olympic gold medallists is a pivotal moment for World Athletics and the sport of athletics as a whole, underscoring our commitment to empowering the athletes and recognizing the critical role they play in the success of any Olympic Games.”

He continued, “While it is impossible to put a marketable value on winning an Olympic medal, or on the commitment and focus it takes to even represent your country at an Olympic Games, I think it is important we start somewhere and make sure some of the revenues generated by our athletes at the Olympic Games are directly returned to those who make the Games the global spectacle that it is.”

The disbursement of prize money is contingent upon the World Athletics ratification process, which includes athletes undergoing and clearing the usual anti-doping procedures. Each Olympic champion will receive US$50,000, with relay teams sharing the same amount. Further details on the format and structure of the LA28 Olympic bonuses will be announced closer to the event.

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