Despite retiring from professional athletics, Michael Johnson is making a comeback to the sports industry in a different capacity.
According to Sportico, the Olympic champion has joined forces with Winners Alliance, a global athlete licensing and sponsorship firm, to establish a fan-centric track league. This league aims to elevate the profile of track and field athletes in the United States beyond the Olympic Games and to enhance accessibility for fans. To achieve this goal, the firm intends to amplify athlete visibility through a new entertainment platform.
Expressing his passion for the sport, Johnson, renowned for his record-breaking performances in the 200-meter and 400-meter events during the 1990s, stated, “I hold a deep affection for this sport and attribute much of my success to it. It has been disheartening for me to witness its decline in recent decades since my retirement, with fewer opportunities to showcase its excitement beyond the Olympics.”
He continued, “Track and field has been integral to my life, and I am eager to leverage my position to help revitalize the sport.”
What can enthusiasts anticipate from this forthcoming track league? As per reports, Johnson and Winners Alliance envision it as a platform for track and field athletes to monetize their rights. The firm’s commitment to the endeavor is underscored by a significant seven-figure investment, purportedly marking it as “the single largest investment in track and field history.”
Eric Winston, President of Winners Alliance, remarked, “Historically, no one has attempted to capture the essence of the sport and truly spotlight the athletes. In our league, athletes will take center stage. The NBA and even the NFL, traditionally team-oriented leagues, have made strides in showcasing their athletes.”
As preparations for the track and field league progress, including engaging potential media partners, sponsors, and investors, its anticipated launch is slated for 2025.
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