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Seb Coe in 2012 Photo: CFP

When British Seb Coe was at the peak of his powers in the 1980s, athletics attracted huge TV audiences and often dominated the back pages of newspapers around the world.


Thirty years on, the sport is fighting to make a connection with the next generation.


Although it remains the centerpiece of the Olympic Games, beyond that four-yearly celebration athletics is on the wane and, if it were not for the giant presence of Jamaican sprint superstar Usain Bolt, it would be in real trouble.


A dire shortage of recognizable personalities, an ageing audience, a confusing calendar, a continuing struggle to attract interest in the United States and the dark shadow of doping has left athletics fighting for a foothold in an ever more crowded sporting and leisure landscape.


None of this is news to those who run the sport but Coe, who launched his campaign to become president of the International Association of Athletics Federations (IAAF) on Wednesday, recognizes the need for remedial action is urgent.


"From the moment I joined an athletics club I was hooked for life but I am not hermetically sealed in the past," he said.


"There is much to celebrate, protect and nourish but also much that needs to change. There is a fundamental concern about where our next generation of spectators, TV viewers, competitors and coaches will come from.


"Despite many well-intentioned initiatives we have struggled to excite young people and articulate why athletics matters to them. This is unsustainable."


Such an admission is hard for a man for whom almost his entire life has been based around running.


Inspired by the 1968 Mexico Olympic Games, Coe honed his talent on the municipal tracks, hills and roads of south Yorkshire, as, coached by his father Peter, he developed into the most formidable middle distance runner on the planet.


A clutch of world records and back-to-back 1,500-meter Olympic gold medals, as well as an intense and productive rivalry with fellow Briton Steve Ovett, propelled him to the top of the country's sporting tree.


Ironically though, for a man who routinely dodged Ovett outside of major championship races, one of the issues that Coe has with the sport in the 21st century is its lack of the head-to-head showdowns that fans love.


Bolt, for example, carefully plans his calendar in a bid to maintain his unbeaten records and fans turning up or tuning in for a Diamond League meeting will often find him running in the 200 meters if the cream of the world's sprinting crop are lining up over 100.


It also hardly helps develop global ap.