Shorts: Michael Johnson, Olympic Games, Swansea City

Four-time Olympic gold medallist Michael Johnson has partnered with Winners Alliance to develop a new track league that will aim ‘to better engage existing fans by providing a TV-friendly product.’

The details around the league, which is set to launch in 2025, are still unclear but the ambition is to provide athletics with an entity that is closer to other major US sports leagues.

The venture will aim to help athletes commercialise themselves and build brands in a way the sport has struggled with since Usain Bolt.

Reportedly, the investment from global athlete licensing and sponsorship firm Winner Alliance is the largest in track and field history.

“I am excited about my new track venture,” Johnson commented in a post on social media.

“I have teamed up with some great partners and together we are making the biggest investment ever into professional track and field to build a professional, truly fan-focused league that will unlock commercial value for the best track and field athletes in the world.

“There’s more to come.”

Retired US sprinter and current BBC pundit Johnson has reportedly begun talks with potential media partners, sponsors and prospective investors.

Michael Johnson is represented by London-based talent management agency thinkBeyond.

TalkSPORT has acquired non-exclusive UK and Ireland audio right for the Paris 2024 Olympic Games.

Under the agreement, several News Broadcasting-owned properties will also acquire rights to this summer’s Olympics, including Virgin Radio, Times Radio, TalkRadio, and the organisation’s Irish stations.

A roster of the radio network’s presenters will provide coverage throughout the games, which begins on 26th July.

Head of TalkSPORT Liam Fisher said, “We are extremely excited to take on the mantle of broadcasting rights for the Olympics, with our wide array of pundits expertly placed to deliver commentary across the sporting disciplines. 

“It is an honour to report on the pinnacle of sport, and we look forward to keeping fans happy as we bring them a host of outstanding events.”

EFL Championship football club Swansea City has announced Seat Unique as its official hospitality and premium ticketing partner from the 2024/25 season.

As part of the multi-year agreement, Seat Unique will power Swansea City’s hospitality and premium ticket sales through its online platform.

Richard Morris, Head of Commercial at Swansea City, said, “The club are excited to announce our partnership with Seat Unique to enhance the supporter experience when booking premium tickets and hospitality at the Swansea.com Stadium.

“Our loyal supporters should benefit from a seamless end-to-end experience, and easy to use online and digital interface, when booking premium experiences and we’re confident our partnership with Seat Unique will facilitate that ahead of next season.”

British Rowing has partnered with outdoor change robe brand dryrobe in a year-long deal.

As part of the partnership, dryrobe will supply custom changing robes to senior Olympic and Paralympic athletes and to the new GB Beach Sprint team. Members of British Rowing will also benefit from an exclusive member discount on dryrobe products.

Louise Kingsley, Director of Performance at British Rowing, said, “dryrobe and British Rowing makes so much sense. Helping our athletes get warm and dry from being out on the water as quickly as possible is vital for their recovery. The content we create, across our channels to support the partnership, will feel natural and organic as a result.”

Maggie Murphy will step down as Lewes FC CEO at the end of the current 2023/24 season.

Murphy has been widely praised across the sport industry for her work Lewes FC, which focused on championing equality and challenging societal norms within the football community. 

Murphy, commented, “It has been an honour to lead this incredible club over five exciting and challenging seasons, from navigating a global pandemic to breaking club and FA Cup attendance records. I am lucky to have worked alongside some incredible colleagues and players, and I am proud of all we have achieved on and off the pitch.

“But, after five incredible seasons, it’s time for me to pursue new challenges. For now though, I am completely focused on the next few important months and supporting Directors with their transition plan.”