I believed that we had to answer the question: Why are we doing this? And it wasnโt until we started to articulate, internally as an organisation, that it was about using the Games to inspire young people to participate in sports that we each understood what we had to do.
Sebastian CoeIt is to create the best Games the world has ever seen by unlocking the UK's unrivalled passion for sport, by delivering the best Games for athletes to compete in, by showcasing London's unmatched cultural wealth and diversity and by creating a real and lasting legacy.
Sebastian CoeThere may be problems we still need to tease out, but we will leave no stone unturned in our bid to make London the host city.
Sebastian CoeI became a great runner because if you're a kid in Leeds and your name is Sebastian you've got to become a great runner.
Sebastian Coe