Michael Johnson, the Olympic champion who won the Men’s 200 meter event of the Athletics Competition of the 1996 Summer Olympics in Atlanta, has secured over $30 million from investors and strategic partners for a track league he plans to launch next year. Winners Alliance, the for-profit arm of the Professional Tennis Players Association, is the lead investor and will operate the league.
Johnson, a four-time Olympic gold medalist, announced in February his plans to launch a track series in 2025 to generate interest in the sport. The league will consist of events held during the track season from April to September, limiting the number of events and athletes. Its goal is to showcase the sport’s top athletes and rivalries, while also engaging fans.
To increase interest in the sport, the league has enlisted three agencies to promote the athletes through fan-focused storytelling. Doubleday & Cartwright, a creative studio known for its work with brands like Apple and Nike, will develop the league’s graphic identity and work with athletes to create their own identities. Two Circles, a data-driven sports marketing agency, will provide insights on engaging new and existing fans, while SRK Strategies will handle public relations.
The league, which has yet to announce its official name, is set to reveal more details in June with competition scheduled to begin next year.