Memo to UK Athletics:
first, sell TV rights to the event
second, have a large indigenous following prepared to buy tickets over a minimum of 2 days
third, if quoted £20million for 'change of mode', laugh in their face and get cross subisidised by another sport/event taking place in the arena

fourth, ensure your 'stars' are in attendance - even if injured those who are 'funded' are obliged to attend to add value to 'festival' experience for fans
fifth ...
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