World Athletics continues to strengthen its global presence, focusing on fan engagement and commercial growth. The organisation has seen a surge in popularity, with a notable increase in commercial partnerships and a 25% rise in income over the past four years.
“Over the course of the past few years, World Athletics has been steadily growing its portfolio of partners and global fans. This renewed focus on athletics underlines the vibrancy and appeal of our sport to commercial partners, which has seen World Athletics’ income grow strongly by more than 25% in the past four years,” said World Athletics CEO Jon Ridgeon.
A momentum that underscores the sport’s growing appeal and the importance of effective communication in reaching new audiences and stakeholders. To build on this success, World Athletics has appointed James Mulligan as its new Communications Director.
James Mulligan brings 18 years of international experience in sports communications, having developed and executed strategies for major federations, events, and leagues. He is recognised for his strong media relationships, creativity, and leadership in the athletics community.
Meanwhile, Mulligan’s recent roles include leading media and communications for Commonwealth Sport during the awarding of the Glasgow 2026 Commonwealth Games. For instance, between 2018 to 2022, he served as Communications Director for European Championships Management, where he played a key role in the multi-sport European Championships in Glasgow, Berlin, and Munich.
Moreover, Mulligan’s appointment signals World Athletics’ commitment to accelerating the sport’s growth at all levels. CEO Jon Ridgeon praised Mulligan’s expertise, stating that his experience will help expand the organisation’s reach in this new chapter.
“James’ experience in sport and knowledge of athletics will help us to continue building on this momentum and expand our reach in this new and exciting chapter for our organisation – and we are delighted to have him on board,” added World Athletics CEO Jon Ridgeon.
In addition, James Mulligan expressed his excitement for the role. He emphasises his aim to communicate the values of athletics and celebrate the achievements of athletes, coaches, and partners through compelling storytelling that resonates with fans worldwide.
“In the past 10 years, World Athletics has undergone a root-and-branch reform that has seen the sport re-emerge as relevant, inspiring and transformative for society and further consolidate its position as the No.1 Olympic sport. The organisation has established itself as the pioneering and uncompromising leader in world sport. I look forward to ensuring the values and principles that underpin our sport are communicated and that we celebrate our athletes, coaches, partners and Member Federations through compelling storytelling that elevates them to sports fans worldwide,” said James Mulligan.
