Michael Johnson, a renowned four-time Olympic gold medalist, has recently secured over $30M in funding from investors and strategic partners for a track league that he plans to launch in 2025. 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 ultimate goal is to create a series of events during the track season from April to September that will showcase top athletes and foster rivalries to keep fans engaged and elevate the sport.
To generate interest in the league and promote its athletes, Johnson has enlisted the help of three agencies. Doubleday & Cartwright, a creative studio with experience 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.
Although the official name of the league has yet to be announced, it is set to reveal further details in June with competition expected to begin in 2026. 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.
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