Early Friday morning, unsponsored American sprinter Alaysha Johnson certified for the 100-meter hurdle finals on the 2024 Olympic Video games. She then took to X with a plea: “If anyone desires to purchase me 8 tickets so my household can watch me run then I’d love yall … however know they going for $500 a bit,” she wrote. Inside an hour, her ask was answered: Alexis Ohanian, Reddit co-founder and husband of Serena Williams, had come to the rescue.
Ohanian could appear possible an unlikely benefactor for girls’s observe and subject—a “fairy godparent,” as Alison Wade from Quick Ladies known as him—however however, because the principal proprietor of LA-based skilled girls’s soccer workforce Angel Metropolis FC and recipient of the Ladies’s Sports activities Basis 2022 Champion For Equality Award, the enterprise capitalist is a long-time champion of girls’s sports activities. In April, he introduced that his Seven Seven Six agency would sponsor a brand new women-only observe occasion known as Athlos on September 26, 2024.
“At 776, we imagine within the energy of sports activities to drive constructive change and encourage future generations,” Ohanian mentioned in a press release. “By investing in girls’s observe, we intention to construct a best-in-class occasion that elevates the profile of high girls athletes and creates a extra equitable sporting panorama.”
Ohanian’s companion on this enterprise is 200-meter Olympic gold medalist Gabby Thomas, who added, “We hope to not solely present athletes with the assets and visibility they should have enduring careers but additionally to encourage followers worldwide with a reinvented format to expertise the very best of our sport.”
The primary-of-its-kind occasion will characteristic top-tier feminine runners—together with Thomas, Olympic 5,000-meter silver medalist Religion Kipyegon, 400-meter U.S. nationwide indoor champion Alexis Holmes, Australian 100-meter document holder Torrie Lewis, and extra—racing distances from 100 to 1,500 meters. They’ll be vying for a share of $500,000, the most important purse ever provided at a girls’s observe occasion; gold medalists will take house $60,000 every (that’s double what the Diamond League finals solely award winners).
To up the ante even additional, Ohanian promised the 36 feminine Olympians operating his occasion that he’d personally pay them $60,000 in the event that they win a gold medal in Paris. Thomas was the primary to money in together with her Olympic win.
However Ohanian isn’t simply ponying up for the massive names. When discus thrower and first-time Olympian Veronica Fraley posted that she could not pay her lease, regardless of competing within the Olympics, Ohanian nearly instantly despatched her sufficient cash to cowl lease for the remainder of the yr. Fraley didn’t make it to the finals in Paris, however the consideration she bought led to $23,000 in donations on GoFundMe, which she’ll use to maintain coaching for World Championships and the 2028 Summer season Olympics in Los Angeles.
To capitalize on what’s been a tremendous Olympic observe and subject competitors, with Workforce USA incomes 29 medals as of publication, Ohanian has been on the bottom in Paris inviting actually everybody to Athlos: Workforce USA gymnastics, rugby star Ilona Maher, Taste Flav (who’s the sponsor and largest hype man for Workforce USA’s girls’s water polo workforce). To maintain the eye of recent followers, you want star energy and a horny setting that requires reimagining the normal observe meet. (Living proof: The dramatic pre-race music and a lightweight present on the Stade de France in Paris.)
Athlos will characteristic DJs and particular person entrance music for the athletes, and Megan Thee Stallion would be the inaugural headliner. “Solely the very best for the very best,” Ohanian wrote on TikTok. (You understand who else has tapped Megan Thee Stallion’s star energy lately? Kamala Harris.) On the Enterprise of Ladies’s Sports activities Summit in April, Thomas mentioned Ohanian was impressed by the spirit of System 1 occasions, which have seen an unprecedented rise in recognition following the debut of Netflix’s Drive to Survive collection in 2019.
Whereas observe and subject may not be having its F1 second (but), that is the form of mainstream recognition the game has not often seen, and it’s not solely because of Ohanian. In February, Duæl Observe—a head-to-head, bracket-style racing competitors made for TV—promised a $1 million prize pool at their September occasion.
At nearly the identical time as Ohanian’s announcement, legendary Olympic sprinter Michael Johnson launched Grand Slam Observe, a brand new league debuting subsequent yr that may showcase huge names like Olympic 400-meter hurdles gold medalist and world document holder Sydney McLaughlin-Levrone, Olympic 1500-meter silver medalist Josh Kerr, and 36 different athletes.
In July, Netflix launched Dash, a documentary collection that adopted elite observe and subject athletes as they ready for the World Championships; the present attracted 2.4 million views in its first week of being launched and season two is already being filmed. In the meantime, Amazon Prime has a docuseries within the works concerning the Ingebrigtsen brothers, together with world document holder for the indoor 1500 metres Jakob Ingebrigtsen, as they put together for the 2024 Olympic Video games, based on the Norwegian newspaper VG.
Athletes are additionally driving curiosity on their very own by way of social media platforms like Instagram and TikTok. They’re leaning into distinct personalities (see: Sha’carri Richardson, who simply received the Olympic silver medal within the 100-meter dash, and 100-meter gold medalist Noah Lyles has 1.4 million followers) rivalries (see: Jakob Ingebrigtson versus Josh Kerr, or Sydney McLaughlin-Levrone versus Norwegian Femke Bol), and relationships (see: energy couple Tara Davis-Woodhall, who received the Olympic gold medal within the lengthy leap, and her husband, Paralympian Hunter Woodhall) to assist them stand out on a world stage.
Nonetheless, it by no means hurts to have a fairy godparent, and a savvy entrepreneur like Ohanian is aware of how necessary it’s to take care of this Olympic momentum so observe and subject doesn’t lose that once-every-four-years highlight—and the income alternatives it brings for each particular person athletes and the game as a complete—after the Closing Ceremony.
“None of this got here from a charitable POV. It is not as a result of I’ve daughters or as a result of I am married to a world-class athlete,” Ohanian wrote on LinkedIn about his funding in girls’s soccer—however the general sentiment applies to all girls’s sports activities, together with girls’s observe and subject. “It’s as a result of these girls had been objectively nice, they usually had been being objectively undervalued. It is simply good enterprise.”
