In 2025, track and field will see the launch of a new league, founded by four-time Olympic gold medalist Michael Johnson. The league, which has yet to reveal its official name, will be backed by over $30M in funding from investors and strategic partners. Winners Alliance, the for-profit arm of the Professional Tennis Players Association, will be the lead investor and operating partner for the league.
Johnson’s goal is to create a series of events during the track season from April to September that will showcase top athletes and create rivalries to engage fans and elevate the sport. To achieve this goal, he has enlisted the help of three agencies. Doubleday & Cartwright, a creative studio with experience working in sports and culture, will assist in creating the graphic identity for the league and individual athletes. Two Circles, a data-driven sports marketing agency, will provide guidance on modernizing products with fan data and attracting new fans. SRK Strategies will focus on public relations for the league, with founder Ben Sosenko leading the effort.
The league is set to reveal further details in June with competition expected to begin the following year. By focusing on storytelling, engaging fans, and creating a competitive atmosphere, Johnson hopes to add excitement and interest to the world of track and field.
