Six Observations on Michael Johnson’s Announcement on Funding for a Skilled Observe & Subject League
On April 23, 2024, Michael Johnson introduced, in a narrative via Sporting Enterprise Journal, that he had secured $30 million in funding for his still-unnamed skilled monitor league. Right here is the copyrighted story: https://www.sportsbusinessjournal.com/Articles/2024/04/23/michael-johnson-secures-investment-new-track-league
1. Michael Johnson is likely one of the few sports activities leaders (Olympic champion, WR holder, BBC analyst, social media commentator, Baylor grad) who might champion such an apparent problem to world athletics’ standing core. The game has wanted and desires an unbiased skilled monitor league. The challenges are many. However, we really feel that Michael Johnson is up for the battle and, the truth is, appears to be wanting ahead to a combat.
2. Cash is the least of his worries. This $30 million is simply the beginning. By the point MJ can smile and admit success, he’ll spend, per eager observers, near $100 million to succeed. On the very least, the non-support of assorted sports activities entities, from World Athletics to USATF, and never the least the help of a number of sponsors similar to NIKE, will play an enormous issue within the success or failure of the skilled monitor league. The hope is that Mr. Johnson will get the help of assorted key gamers within the sport; if not, then no obstructions to Mr. Johnson’s soon-to-be-released plan could be a superb first transfer (extra data on the league will come out in June 2024, per SBJ).
3. Mr. Johnson will compete with established occasions just like the Diamond League. This author can be flabbergasted to see Diamond League sponsors meet administrators and communications managers take kindly to somebody diminishing the worth of their 15 conferences, however stranger issues have occurred. Mr. Johnson additionally realizes that this sport is chock filled with many alternative curiosity teams, who make change on this sport insanely difficult. How Mr. Johnson handles a less-than-enthusiastic terrestrial media ambiance can be pleasurable: will Mr. Johnson supply streaming free of charge or work with a viable streaming accomplice?
4. Seb Coe, working to construct a extra skilled sport, could not look kindly to this new challenger. Top-of-the-line issues MJ’s league has going for is that it’s not encumbered with a contract to DENTSU, one of many world’s largest and most byzantine promoting companies. Mr. Coe might reply by constructing a brilliant league of 4 conferences, with cash from the Saudis, amongst others, who’re talked about in lots of conversations in regards to the saviors of the game. Notice that one have to be cautious about the entire savior factor.
5. In North America, Max Siegel is the athletic energy dealer. His $23 million a yr from NIKE, however most significantly, his help from NIKE administration, confirmed by this author, provides Mr. Siegel unappreciated energy. Max Siegel can simply watch and see if Mr. Johnson succeeds after which present his help, or if it doesn’t succeed, touch upon how powerful it’s to construct an expert sport in North America.
6. Michael Johnson is among the many most constructive individuals I’ve ever seen; he’s a pure salesperson. His quiet confidence, his means to do the speak and do the stroll, and the obvious must make his dream succeed are what this Skilled League is all about. Don’t guess in opposition to Michael Johnson. His first transfer was to lift $30 million, which is not any imply feat in right this moment’s sport saturation. His second was to rent an company to deal with the storytelling (properly revered), which had been lacking in trendy athletics for years. Michael Johnson is aware of, greater than most, that Notion is Actuality (an outdated Rolling Stone advert marketing campaign). We want him a lot luck and success.
