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Six Observations on Michael Johnson’s Announcement on Funding for a Skilled Monitor & Subject League
On April 23, 2024, Michael Johnson introduced, in a narrative by 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, actually, appears to be wanting 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 varied sports activities entities, from World Athletics to USATF, and never the least the help of a number of sponsors equivalent 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 varied 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 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 stuffed with many alternative curiosity teams, who make change on this sport insanely difficult. How Mr. Johnson handles a less-than-enthusiastic terrestrial media ambiance will likely be fulfilling: will Mr. Johnson supply streaming without spending a dime or work with a viable streaming companion?
4. Seb Coe, working to construct a extra skilled sport, might not look kindly to this new challenger. Top-of-the-line 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 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 concerning the saviors of the game. Observe 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 wager towards Michael Johnson. His first transfer was to boost $30 million, which isn’t any imply feat in right now’s sport saturation. His second was to rent an company to deal with the storytelling (nicely revered), which had been lacking in trendy 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.
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