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Track and field legend Michael Johnson has planned to start a track league that will be launched next year. He has already raised more than $30m for the same and is working on bringing a different experience for the track and field athletes. One of the major investors in the project is the Winners Alliance, the for-profit arm of the Professional Tennis Players Association.
The four-time Olympic gold medalist Michael Johnson announced the upcoming track league in February. It will inculcate a series of events during the normal track season from April to September. The main aim of this track event is to uplift the athletes and rivalries between them and present fans with an exciting product.
Johnson took to his X account, revealing the funds he has secured and also that all the details about his track series will be out in June 2024.
Michael Johnson ropes in 3 agencies for upcoming track event
Michael Johnson has big plans for starting this track event. His main intention for doing this is to create content around the athletes with rivalries to generate interest in the sport.
Along with this, Johnson has collaborated with three agencies to create fan-focused storytelling to hype up the athletes. Doubleday & Cartwright, a creative studio, has been hired to create a graphic identity for Johnson's league and do the same for the athletes later.
For managing public relations for the league, Michel Johnson has hired SRK Strategies. Its CEO Ben Sosenko has good experience in the field. Following this, Two Circles has also been signed by Johnson for marketing purposes. It is a data-driven sports marketing agency.
Two Circles has also worked with World Athletics, Nike, and the International Olympics Committee. It will help the league in captivating new fans and excite the already existing track and field enthusiasts.
The name for the track and field league created by Michael Johnson has not been decided yet.
