Again... these championships will tap into that passion

bringing an array of expertise that we are tapping into to ensure this is the best World Championships yet for our fans and athletes.

If delivered in a forward thinking and creative fashion, the spectators will come, the stadium will be packed and every fan will have an emotional and inspirational time.

We want to see them connecting with the athletes and understand the sacrifices they make to get to this level. We have tried to make it affordable, too, with athlete-themed fun ticket prices to reflect world records set at previous World Championships. We will see Sally Gunnell’s 400m hurdles world record celebrated with a ticket price of £52.74, Jonathan Edwards’s triple jump world record of £18.29 and Colin Jackson’s 110m hurdles world record, £12.91. All children’s tickets are priced at £9.58 in honour of Usain Bolt.

Both championships will create pride and passion, the feeling you get when willing people on to do their best. That’s what the British public and our international athletics followers will bring to the event. Harness that feeling within a world-class stadium and the athletes will dig deep and perform. I have known Seb for many years and with him at the helm of the IAAF, it really motivates me to get this right but also for British Athletics because we know the impact major events can have at every level.

There is real momentum around the sport following a successful Rio athletics competition and we cannot wait to bring next year’s biggest sporting event to London.

It’s going to be incredible not just for London but for the rest of the country to see some of the world’s best athletes battle it out in one of the world’s most iconic stadiums.

It’s going to be really special — don’t miss out.