President of the International Association of Athletics Federations Sebastian Coe gives a speech to award the world record holders during the IAAF World Athletics Awards ceremony, on Nov 23, 2019, in Monaco. (PHOTO / AFP)

World Athletics president Sebastian Coe said reputation will not protect the sport’s high-profile athletes from doping raps and warned that it would be harder than ever to get away with taking banned substances at next year’s Tokyo Olympics.

A host of top athletes, including world 100 metres champion Christian Coleman, have been sanctioned by the Athletics Integrity Unit in recent years as it looks to restore integrity in a sport plagued by doping scandals.

A host of top athletes, including world 100 metres champion Christian Coleman, have been sanctioned by the Athletics Integrity Unit in recent years as it looks to restore integrity in a sport plagued by doping scandals

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“I like to think that it has shown the athletes that we’re not fearful of reputation. Where there is an infraction we’re not fearful of going: ‘Oh well that’s quite a big name,’” Coe, who won double Olympic gold over 1,500 metres, told British media.

“The AIU is not always going to be on everybody’s Christmas card list... but I do think that it has restored some confidence that we’ve got an organisation that will fearlessly and ruthlessly weed out the cheats.”

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Coe said improvements in testing would make it harder than ever for athletes to avoid being caught.

“What I can say is if they do cheat, there is a greater chance of them being caught in Tokyo than probably any previous Games,” he added.