ABSTRACT
The Italian Primo Nebiolo was the fourth International Association of Athletics Federation (IAAF) president and perhaps its most controversial. This chapter analyses the leadership of the “czar” of world athletics, and how he overcame the class-based, genteel traditions of his sport and shaped the IAAF for the era of gigantism in international sport. In doing so, Nebiolo nevertheless maintained the hierarchical structures and culture of backroom deals that had been utilised by his predecessors. He led the federation in this uncompromising and self-centred manner while elevating the profile of the IAAF and the sport of athletics – a process supported by the commercialisation of global sport. By doing so, he rapidly transformed the governance of world athletics.
