The matter seems closed. At least on paper. According to information from Sports Business Journal, former American athlete Michael Johnson (photo above) removed the main obstacle to the creation of a new professional athletics league: money.
The four-time Olympic champion announced last February his intention to launch a new circuit of meetings next year, richly endowed, with the stated ambition of giving a facelift to the international calendar. He then specified teaming up with Winners Alliance, the commercial arm of the Professional Tennis Players Association (PTPA).
The idea seemed attractive. But it was missing the essential: a bank account big enough to convince the best athletes in the world to try the adventure. Just two months after the project was announced, the funds would already be secured. Michael Johnson and his partner have reportedly raised an initial investment of $30 million. Enough to guarantee the launch of the league and a first season of activity.
According to Sports Business Journal, Winners Alliance would be the main investor, but also the operational partner of the circuit. The project leaders would also have done business with three other agencies, each having to provide their expertise in order to create a modern and innovative product, geared towards athletes and focused on spectacle.
The league hired Doubleday & Cartwright, a creative studio specializing in sports, music, art and culture, known for having worked with Apple, Nike and Red Bull, but also with franchises from MLB, MLS and the NBA. The agency's mission will be to create the league's graphic identity, then apply it individually for some of its athletes.
Michael Johnson and Winners Alliance also landed two other big fish in their nets. Two Circles, a sports marketing agency that has worked with the NFL, Premier League and F1, as well as World Athletics and the IOC, will look at how to appeal to athletics fans and attract new ones. SRK Strategies, for its part, will take care of communications and public relations.
Next step: June. Michael Johnson and his partner are expected to announce the name of the league. They will also reveal details, including a first draft of the schedule. Launch planned for spring 2025.
