Sebastian Coe’s Bold Vision for Africa: A New Chapter in Olympic Growth and Inclusion
As the International Olympic Committee (IOC) elections approach, Sebastian Coe is positioning himself as a forward-thinking candidate who sees Africa as the key to unlocking the future of global sport.
The World Athletics President, who has already built a legacy in the sports world, recently outlined his vision for the IOC in a discussion with African journalists, which included Joy Sports’ celebrated athletics reporter, Fentuo Tahiru Fentuo. The interaction came just a day after presenting his manifesto to the 108-member IOC electorate at Olympic House in Lausanne, outlining his plans for transforming the global sporting landscape. Coe’s candid dialogue touched on a variety of important issues, offering a glimpse into the reforms and leadership style he would bring if elected.
His plans are ambitious, rooted in the belief that Africa is not just an untapped reservoir of talent but the foundation for the Olympic movement’s next phase of growth.
In his candid conversation, Coe emphasized that Africa’s potential is critical for the future of the Olympic Games, describing the continent as a “game-changer” for global sport.
Unlocking Africa, Building Infrastructure and Making the Olympics Cost-Effective for African Hosts
One of the most striking elements of Coe’s candidacy is his unwavering belief in Africa’s capacity to grow the Olympic movement. He highlighted the continent’s vast, youthful population and its deep-rooted passion for sport as catalysts for expansion.
“Africa has never hosted the Olympic Games, but we need to change that. The potential here is enormous. With the right investment and infrastructure, we could see Africa become the heartbeat of global sports,” he said, when asked if sees the continent hosting the multi-sport event for the first time in history under a Coe Presidency.
While that answer is a little shy of full commitment to pushing for the games to be staged in Africa, Coe expressed his desire to work closely with African nations, urging them to see sport as a powerful tool for development. From grassroots initiatives to elite competitions, he sees Africa as the key to increasing Olympic engagement worldwide.
Coe, himself a 2-time Olympic Gold Medallist, plans to drive this vision through targeted initiatives, including exploring a potential World Championship event in Africa and expanding opportunities for African athletes to shine on the global stage.
While the idea of hosting the Olympics in Africa is appealing, Coe is pragmatic about the challenges involved. He acknowledged the complex logistics and the significant financial investment required to deliver the Games. However, he also pointed to innovative approaches that could make hosting the Olympics more cost-effective, particularly in Africa.
“Delivering the Olympic Games is the toughest project anywhere in the world. But we must ensure that hosting the Games doesn’t come at the expense of the people or the governments,” Coe said.
“We need to find a way to make these events financially sustainable, using a model that doesn’t place undue strain on the host nation.”
Coe envisions a more collaborative, multi-coordinated approach to Olympic hosting, similar to how FIFA manages the World Cup. This would involve shared resources and infrastructure across Olympic sports, creating a more streamlined and cost-efficient process for African nations looking to stage the Games.
Athletes at the Forefront: Empowering the Next Generation
Throughout his campaign, Coe has made it clear that his top priority is to ensure that athletes, particularly those in developing nations like many across Africa, have access to the resources they need to succeed. He believes that the athletes’ welfare—physical, mental, and financial—should be central to any decisions made by the IOC.
“We have the most God-given talented athletes on the planet,” Coe stated.
“Our job is to make sure they have access to the data, support, and training they need to reach their full potential.”
Coe’s commitment extends to addressing the financial realities that many athletes face, particularly in regions where sponsorship and funding are limited. He pointed to initiatives like the $50,000 gold medal prize in Paris as a model for providing tangible financial support that can help athletes stay in the sport longer and enhance their chances of success.
“Financial welfare is not just about money. It’s about mental and physical well-being. It gives athletes a cushion to focus on their sport, reducing the stress of financial insecurity,” Coe explained.
Leveraging Technology: AI and Digital Tools for Talent Identification
Coe is not just looking to the past to shape the future of the Olympics; he is embracing the potential of technology to drive the movement forward. He proposed the use of artificial intelligence (AI) in talent identification programs, particularly in Africa, where access to coaching and scouting networks is sometimes limited.
“AI can help identify talented athletes early, ensuring that no one is missed because of geographic or financial barriers. This is especially critical in Africa, where we have a wealth of untapped potential,” Coe said.
By utilizing digital tools and platforms, the London 2012 Olympics Local Organizing Committee Chairman aims to revolutionize the way athletes are scouted, trained, and supported. E-learning and remote coaching could also play a major role in building infrastructure and capacity, offering athletes and coaches from remote areas the chance to improve their skills and knowledge without the need for expensive travel or equipment.
The Role of the Youth Olympic Games: A Stepping Stone for Africa’s Future Olympic Aspirants
Looking ahead, Coe pointed to the 2026 Youth Olympic Games in Senegal as a critical milestone for the continent. This event will not only showcase Africa’s future stars but also serve as a platform for growing the Olympic movement in the region.
“Senegal is an important part of Africa’s journey towards hosting the Olympics. The Youth Olympics are a fantastic way to grow the footprint of the Olympic Movement here and inspire the next generation of athletes,” Coe said.
By using the Youth Olympics as a stepping stone, Coe aims to create a pipeline for African athletes to progress through the Olympic system, ensuring that the continent’s future in global sport is not only secure but thriving.
Reforming the Olympic Movement: Collaborative Leadership and Fresh Thinking
Coe sees the election as an opportunity for fresh thinking within the IOC. He emphasized the need for a collaborative, open-minded approach to leadership, with a focus on collective effort and shared responsibility among all stakeholders.
“The great thing about an election is that it’s an incubator for new ideas,” Coe said.
“We need to be open to reimagining how we run the Olympic Games, not just in terms of hosting but in terms of how we involve athletes, federations, and nations from all corners of the globe.”
Coe’s approach to reforming the IOC is grounded in a belief that the Games must be more inclusive, sustainable, and focused on the long-term development of global sport. His vision calls for a global movement that reflects the diversity of its athletes and fans, with a particular emphasis on unlocking the potential in Africa.
A New Era for Olympic Movement
Sebastian Coe’s candidacy is about more than just overseeing the next Olympic Games—it’s about transforming the IOC into a truly global, forward-thinking organization that embraces innovation, inclusivity, and sustainability. His vision for Africa is clear: to unlock the continent’s full potential by investing in its athletes, infrastructure, and communities.
As the IOC elections draw near, Coe’s message is resonating with those who see the future of sport as inextricably linked to Africa’s growth.
One thing is clear: If elected, Coe is poised to lead the IOC into a new era, where Africa plays a central role in shaping the global sporting landscape.
Stiff Competition
Coe faces competition from six (6) others in the race for the IOC Presidency, with 65-year-old Spaniard Juan Antonio Samaranch, the IOC’s current vice-president, whose father of the same name, previously served as IOC President from 1980 to 2001.
Then there’s Zimbabwean swimmer Kirsty Coventry, who, together with the aforementioned two, is considered a strong candidate. An accomplished Olympian, she won seven Olympic medals in her career and would be the first woman and the first African to get the job if elected. The 41-year-old is considered the preferred candidate of outgoing President, Thomas Bach.
Frenchman David Lappartient, Prince Feisal Al Hussein of Jordan, Japanese businessman and international gymnastics head Morinari Watanabe, and Swedish-Briton Johan Eliasch, the president of the international ski and snowboard federation complete the list of candidates.
The new IOC President will be elected at the 144th IOC Session held from 18 to 21 March 2025 in Greece.