World Athletics, led by President Sebastian Coe, will award a $50,000 prize to gold medalists in each of the 48 athletic disciplines at the upcoming Paris Olympics, marking a significant shift towards recognizing athletes' contributions financially. This move, a first in the Olympics' history, is part of an effort to acknowledge athletes' role in generating revenue for the sports industry through their performances. While the decision has been praised by athletes for providing financial security, it has also sparked controversy, with some critics arguing it goes against the traditional spirit of the Games by monetizing athletic achievements. Coe defended the initiative, emphasizing the importance of compensating athletes who drive broadcast and sponsorship revenues, suggesting this program may extend to future Olympic games.