The ATHLOS NYC meeting was a huge success.
In this article, Deji Ogeyingbo suggests what we learned from the meet and how this success could lead to a global series of entertainment-based athletics meets, revolutionizing the sport.
Atlas New York, a revolutionary shift in racing
In late September, amid the electric energy of New York City, an innovative track and field event emerged that transformed the way fans and athletes engage in sports. Athlos NYC, co-founded by Alexis Ohanian, offers a fresh and exciting format to athletics fans. The event featured 36 elite women competing in six events: 100m, 100m, 200m, 400m, 800m and 1500m. The competition was not only intense, but groundbreaking, fusing sport and entertainment in a way that had long been sought in athletics.
For decades, the field of athletics has struggled to maintain a consistent fan base outside of major competitions like the Olympics and World Championships. Despite being one of the oldest and most universal sports, its appeal has often been limited by these marketing events. Athlos NYC, however, may have just cracked the code, offering a format that appeals to die-hard fans and casual audiences alike. The event had high stakes and glamour, with more than $663,000 in prize money, including a whopping $60,000 for event winners. This dwarfs the prize money offered by traditional Diamond League events and gives an idea of ​​the lucrative potential that smaller, non-global events can offer athletes throughout the year.
The event also targeted two different audiences. One is what Athlos organizers describe as a “pivot to more” strategy, where loyal running fans bring a friend who doesn’t normally follow the sport outside of the Olympics. Another is the fan who only watches the track during the Olympics. This dual-target approach aims to broaden the sport’s appeal by converting casual viewers into consistent fans while engaging core supporters. It’s a tactic that could help track and field achieve the year-round relevance that other sports like basketball or football enjoy.
Athlos NYC wasn’t just about competition; it was about experience. Fans inside the stadium were treated to rapper Megan T Stallion performing to a near sold-out crowd at the iconic Icahn Stadium. It blended the tradition of athletics with the allure of showmanship. Athletes weren’t just given medals or bouquets of flowers after each race. Instead, they were crowned champions and participated in a victory dance to a song of their choice. This added a unique touch that brought personality and fun to the event, making it more appealing to spectators who may not have invested as much in the sport before.
The competition on the track did not disappoint, with a number of upsets adding drama to the day. In the women’s 200m, Brittany Brown stunned the crowd by defeating meet organizer and star athlete Gabby Thomas. There was another setback in the 800m where 600m world record holder and Diamond League champion Mary Mora lost to Ethiopia’s Tsige Duguma. These surprises added an extra layer of excitement, proving that even seasoned champions can rise to the challenge in this new, high-stakes format.
What sets Atlosi apart is its ability to provide athletes with a new platform to compete at the highest level while earning significant prize money. Traditionally, athletes have had to rely on major events such as the Olympics or World Championships to earn significant salaries. But with Athlos offering purses that surpass even the prestigious Diamond League, the meet offers more opportunities for athletes to earn a living through the sport. This can be a game-changer not only for the athletes, but also for the sport itself, as it provides an incentive for top competitors to compete in more events throughout the year.
While the financial viability of Athlos NYC is still in question, the profits may not have been realized immediately, its value is undeniable. The meet showed that there is a demand for more entertainment-based track and field events. If Athlos can expand beyond New York and into markets in Europe, Asia, South America and Africa, it could revolutionize sports consumption globally, turning what was once a seasonal interest into a year-round spectacle.
Athlos NYC has the potential to revolutionize track and field by providing athletes with more competitive opportunities and bringing the sport closer to the casual fan. An entertainment-focused format and significant prize money is exactly what the sport needs to break free from its dependence on major championships.
