International Olympic Committee (IOC) President Kirsty Coventry sparked global discussion when she stated in an interview with Sport Nation that she did not believe Olympic athletes should be paid prize money for their achievements at the Olympic Games.

The comments immediately reignited a debate that extends far beyond the Olympic Movement itself. At its core lies a fundamental question that every sports governing body should be prepared to answer:

Who creates the value in sport?

The answer is simple.

Athletes do.

Athletes dedicate years, often decades, of their lives to pursuing excellence. They sacrifice time with family, financial stability, educational opportunities, and personal comfort in pursuit of sporting success. They are the reason millions of fans tune in to broadcasts, attend events, follow competitions online, and support sponsors. Yet despite generating the very foundation upon which the global sports industry is built, many athletes continue to struggle financially throughout and after their careers.

The Olympic Games are among the most commercially successful sporting events in the world. They generate billions of dollars through broadcasting agreements, sponsorship partnerships, licensing programmes, and marketing activities. While national governments and national Olympic committees in some countries provide rewards for medal winners, the IOC itself does not award prize money to Olympic champions.

Without athletes, there are no championships.

Without athletes, there are no television rights.

Without athletes, there is no commercial value.

This reality raises a legitimate and increasingly important question: should the athletes who create the value receive a more direct share of the benefits generated from their performances? At the International Boxing Association, we believe they should.

This is not because athletes compete solely for financial rewards. They do not. Athletes compete for national pride, personal achievement, sporting excellence, and the opportunity to inspire future generations. Those values remain at the heart of sport and must always be protected. However, recognising those values should never be used as a reason to overlook fairness. The modern sports ecosystem has evolved dramatically over the past several decades. Revenues have increased. Commercial opportunities have expanded. Global audiences have reached unprecedented levels. Yet too often, athletes remain the last beneficiaries of the value they create.This is neither sustainable nor equitable.

At the IBA, we have consistently advocated for athlete-centred policies and athlete financial support. We believe that when athletes step into the ring, they should know that their commitment, sacrifice, and achievements are recognised not only through medals and applause, but through tangible support that contributes to their long-term wellbeing and future security.

Athletes are not expenses to be managed.

They are investments in the future of sport.

Supporting athletes financially is not a threat to sporting values. On the contrary, it reinforces them. It allows talented young people from every background to pursue their dreams regardless of economic circumstances. It reduces barriers to participation. It strengthens competitive integrity. And it demonstrates that sport values the individuals who make it possible.

The discussion should therefore move beyond the simplistic question of whether athletes should be paid.

The real question is whether modern sport can continue to generate extraordinary revenues while expecting athletes to remain satisfied with symbolic recognition alone. The answer, increasingly, appears to be no.

Every governing body must determine its own approach. Healthy debate is an important part of sport’s development. But one principle should unite us all: athletes must remain at the centre of every decision we make. As leaders in sport, our responsibility is clear. We must ensure that those who create the value are treated as partners in that success.

Because athletes are not merely participants in sport. They are the reason sport exists.