Shorts: Michael Johnson, Man City, FAW

Olympic gold medal-winning sprinter Michael Johnson has secured more than $30m to launch fan-focused track league and announced the hiring of three agencies to assist with the competition’s launch.

The agencies include London-based, data-driven sports marketing agency Two Circles, a multi Sport Industry Award winner, in addition to US-based creative studio Doubleday & Cartwright and New York PR agency SRK Strategies.

According to a statement, both the investment in the league and the onboarding of the three new organisations will ‘aid in Johnson’s ultimate goal: to develop better engagement with fans by promoting track and field’s biggest stars and reaching new audiences with unique, innovative storytelling.’

“The addition of Doubleday & Cartwright, Two Circles, and SRK Strategies will allow our league to expand its media and creative outreach,” said Johnson. “These three companies are at the forefront of their respective industries, and we’re excited to add each of their strings to our collective bow. This is a hugely exciting expansion of our operation as we continue to gain momentum towards our launch and beyond.”

“We are thrilled to be involved in this game-changing new venture alongside Michael and the team,” said Two Circles founder and CEO, Gareth Balch. “At Two Circles, our commitment has always been to drive innovation and engagement within the sports industry and this new league is the perfect example of a truly innovative and collaborative vision.”

The league will announce its name and additional details in June, with the competition scheduled to launch in 2025.

Manchester City and Dwight School Hanoi have revealed the launch of the first Manchester City Football School in Vietnam.   

Dwight School Hanoi, the latest of the Premier League club’s schools to be launched around the world globally, is designed to ignite ‘the spark of genius in every child’ through the football programme. The school will ‘offer bespoke football education for students based at their brand- new state of the art campus.’ 

Jorgina Busquets, Managing Director – Football Education, Recreation & Partner Clubs for City Football Group, said, “From the moment we met Vice Chancellor Blake Spahn and the team behind Dwight globally, we could see they have been trailblazers in education, raising the bar on academic excellence and beyond. 

“We are eager to bring Manchester City’s approach and coaching expertise to their Hanoi school, whilst fostering a culture of collaboration and innovation. 

“The partnership builds on Manchester City Football Club’s legacy, now extending beyond the pitch to shape young minds and bodies at Dwight School Hanoi. Both institutions envision a future where academic and athletic achievements go hand in hand.” 

Closer to home, Man City has announced a multi-year partnership with digital collectible platforms Quidd.

Tom Boyle, Vice-President, Global Partnerships Marketing and Operations at City Football Group, said, “We’re pleased to announce our new partnership with Quidd today. We’re excited to help transform. 

The traditional football pastime of cards and collectibles in a new digital age alongside Quidd, enabling us to further connect with our fans across the globe. We look forward to working together on creating new digital experiences and games for our fans to enjoy.” 

The Football Association of Wales (FAW) has unveiled a new six-year strategy aimed at improving the JD Cymru Premier Football League. 

The strategy for the top league in the Welsh football system involves a range of initiatives designed to enhance the league’s competitiveness, administration, brand visibility, community engagement, and commercial viability. 

In a statement, the FAW said, “By investing in infrastructure, community engagement, and brand development, the aim is to elevate the Cymru Premier into a thriving league that resonates locally and competes globally.”