Sebastian Coe is no stranger to the Olympic world, but as he makes a bold push for the presidency of the International Olympic Committee (IOC), an old controversy is creeping back into the spotlight. Coe, who has built his campaign around a “laser-like focus on sport,” insists that his track record and deep-rooted Olympic experience make him the ideal leader. But will his past derail his ambitions?

Back in 2011, while serving as vice president of World Athletics, Coe quietly ended a business relationship with Nike, admitting that the “noise” around it was damaging. But here comes the twist, the 2021 World Championships were suddenly moved to Eugene, Oregon, where Nike exercises substantial power, following a process which was far different than the usual one– track leaders circumvented the usual bidding process so that Eugene, Oregon could play host. This development raised questions about Coe’s links with Nike. There’s m0re from his past that the 68-year-old ought to deal with!

His time in track and field leadership was not without controversy, and his association with Lamine Diack who is one of the most disgraced figures in Olympic history. This remains a stain many won’t forget. Diack, the former president of World Athletics, was convicted of extorting money from athletes and accused of taking bribes in an Olympic hosting vote. Coe, as a key figure on Diack’s executive team, was inevitably linked to the scandal. Even if he was never directly implicated. But for all the scrutiny, Coe is no stranger to proving people wrong.

His entire career has been a lesson in defying expectations. Back in 1980, after suffering a shocking defeat to rival Steve Ovett in the 800m final, Coe was written off. But just days later, he stunned the world by winning gold in the 1500m, silencing his critics. Four years later in Los Angeles, the British media had all but dismissed his chances, backing Peter Elliott instead. Coe, fueled by their doubt, delivered once again defending his title in style. As he took his victory lap, he pointed toward the press box and roared, “Who says I’m f***ing finished now?” 

Coe better keep this defiant attitude handy, because he needs to be well prepared for the monumental challenges he may meet on his quest for the IOC Presidency. But wait, his biggest challenge may not come from fellow candidates like Nicole Hoevertsz or anyone else. Instead, it is Thomas Bach, the man he hopes to succeed.

Will Coe’s conviction triumph over Bach’s influence?

The rift between Coe and Bach didn’t happen overnight. Their once-close friendship began to crack in 2015. As Coe assumed leadership of World Athletics and found himself at the center of the Russian doping crisis. As damning evidence of systematic doping in Russia surfaced, Coe took a hardline stance, pushing for strict sanctions and the eventual ban of the Russian athletics team. Bach was not on the same page though.

The IOC President walked a far more diplomatic line, trying to maintain relations with Russian President Vladimir Putin while keeping the IOC’s global influence intact. Their conflicting approaches put them at odds. Once a strong alliance gradually turned into a cold and strategic rivalry. He is actively reaching out to IOC members to caution them against voting for Coe. His warning? That the Briton would be a “disaster” as IOC President. But people familiar with the ways of the World Athletics President, would be far from surprised at his extreme stance.

Sebastian Coe has never shied away from making difficult calls, and his tenure at World Athletics was proof of that. While others treaded carefully around sensitive debates, he took a firm stance. Especially when it came to the integrity of women’s sports. “Under my watch at World Athletics, I was not going to allow that to happen. And sometimes you have to make tough decisions, and those decisions don’t always meet with the approval of everybody.” His approach drew both praise and controversy, but one thing was undeniable. He wasn’t one to back down under pressure.

Whether you agree with him or not, Coe has shown that if he secures the IOC presidency, his tenure won’t be defined by diplomacy. What do you think? Who will secure the position ultimately?