GOVERNING BODY’S CHAIRMAN SAYS THE SPORT MUST ADAPT TO CHANGING TIMES
UK ATHLETICS chair Richard Bowker says the governing body is working to address “some real challenges” to ensure that the sport does not run the risk of being left behind, writes Jessica Whittington.
The former chief executive of National Express stepped into the UKA role in January, following the departure of Ed Warner. During that time, Bowker says there have been a number of positives to take but adds that funding, sponsorship and interest remain among the priorities when it comes to action points.
“There’s a lot to be really excited about, I think there’s some real challenges as well,” he explains.
“Funding generally is getting tighter, getting hold of commercial sponsorships does not get any easier.
“As the world of broadcasting and how people watch things and consume content is changing, there’s so much more choice now, so we are competing for a share of voice in an ever more crowded market.
“We’re confident we can meet that challenge but it’s not straightforward. I think also, in the sport itself, it does still feel a little bit complicated in terms of the way that it’s organised and structured.
“We’re looking at how to address those things in the new strategy for the sport which will take us forward for the next 10 years.
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