Athletics seeks to conquer the US market with world championships

The 18th World Championships in Athletics kick off in Eugene, Oregon on Friday. Despite being the first time the event has been held in the United States, sports leaders are counting on it to generate excitement in the host country.

One of the great anomalies of athletics is that the United States has been its dominant superpower for over a century, but has never truly taken the sport to its heart in terms of live presence, TV audiences, or media coverage.

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