World Athletics has strengthened the commercial portfolio of its new flagship competition by appointing athlete-founded speciality coffee brand Last Rep Coffee as an official global supplier of the inaugural World Athletics Ultimate Championship, which will take place in Budapest from September 11-13, 2026.
The partnership will see Last Rep Coffee deliver premium coffee experiences throughout the three-day event, serving athletes, officials and guests while supporting hospitality initiatives across the championship. The company will also provide athlete gifting and curated barista activations, contributing to World Athletics’ ambition of creating a premium event experience that extends beyond competition.
The appointment marks another step in the governing body’s strategy to align the Ultimate Championship with brands that share authentic connections to elite athletics. Founded by 2022 world 1500m champion Jake Wightman and fellow British distance runner Zak Seddon, Last Rep Coffee has established itself within the endurance sports community by combining speciality coffee with an athlete-focused culture.
Jake Wightman said, “We’re very excited to be partnering with the World Athletics Ultimate Championship. We started Last Rep with the aim of bringing a community of people together through the love of great coffee, and we can’t wait to do this for the athletes competing in Budapest. I’m looking forward to now seeing if I can join our coffee out there as I aim to earn my spot on the start line at the Ultimate!”
Zak Seddon added, “Athletics is at the heart of Last Rep Coffee, making our partnership with the World Athletics Ultimate Championship, celebrating the best of the best, especially meaningful. We can’t wait for great coffee and world-class athletics.”
The World Athletics Ultimate Championship has been conceived as an annual season-ending showcase, bringing together approximately 400 of the world’s leading athletes, including Olympic champions, world champions, Wanda Diamond League winners and the year’s highest-ranked competitors. Staged across three evening sessions lasting less than three hours each, the competition will feature a record prize fund of US$10 million, with individual winners earning US$150,000—the largest first-place payout in the sport’s history.
Beyond its commercial value, the partnership reflects the growing shift towards experience-driven sponsorships, where brands contribute directly to athlete well-being and event atmosphere rather than relying solely on traditional marketing exposure. By integrating premium hospitality and lifestyle elements into its newest global property, World Athletics is positioning the Ultimate Championship as a modern entertainment product designed to crown the sport’s “champion of champions” while delivering a distinctive experience for competitors, partners and fans alike.
