Six Observations on Michael Johnson’s Announcement on Funding for a Skilled Observe & Area League
On April 23, 2024, Michael Johnson introduced, in a narrative by way of Sporting Enterprise Journal, that he had secured $30 million in funding for his still-unnamed skilled observe 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 without doubt one of the few sports activities leaders (Olympic champion, WR holder, BBC analyst, social media commentator, Baylor grad) who may champion such an apparent problem to world athletics’ standing core. The game has wanted and desires an unbiased skilled observe league. The challenges are many. However, we really feel that Michael Johnson is up for the battle and, in actual fact, appears to be trying ahead to a battle.
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 assist of a number of sponsors akin to NIKE, will play an enormous issue within the success or failure of the skilled observe league. The hope is that Mr. Johnson will get the assist of assorted key gamers within the sport; if not, then no obstructions to Mr. Johnson’s soon-to-be-released plan can 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 will likely 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 environment will likely be fulfilling: will Mr. Johnson provide streaming at no cost 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. Among the finest issues MJ’s league has going for is that it isn’t encumbered with a contract to DENTSU, one of many world’s largest and most byzantine promoting businesses. Mr. Coe may reply by constructing an excellent league of 4 conferences, with cash from the Saudis, amongst others, who’re talked about in lots of conversations concerning the saviors of the game. Notice that one should 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 assist from NIKE administration, confirmed by this author, offers Mr. Siegel unappreciated energy. Max Siegel can simply watch and see if Mr. Johnson succeeds after which present his assist, or if it doesn’t succeed, touch upon how robust it’s to construct knowledgeable sport in North America.
6. Michael Johnson is among the many most optimistic individuals I’ve ever seen; he’s a pure salesperson. His quiet confidence, his capability to do the speak and do the stroll, and the obvious have to make his dream succeed are what this Skilled League is all about. Don’t wager in opposition to Michael Johnson. His first transfer was to lift $30 million, which isn’t any imply feat in at present’s sport saturation. His second was to rent an company to deal with the storytelling (nicely revered), which had been lacking in fashionable athletics for years. Michael Johnson is aware of, greater than most, that Notion is Actuality (an previous Rolling Stone advert marketing campaign). We want him a lot luck and success.
