Track and field athletes, despite competing at the highest level, face financial challenges as they often rely heavily on sponsorships to support their careers. This is true for stars like Gabby Thomas, Noah Lyles, and Quincy Wilson, who depend on sponsorship deals to cover the costs of training, travel, and daily expenses. While track and field was the first sport to offer prize money at the Paris Olympics, it still struggles to receive the financial backing and recognition it deserves. However, recent initiatives are starting to change that.
In 2024, Alexis Ohanian, the co-founder of Reddit, launched Athlos, a major step forward for women in track and field. Athlos hosted the first all-women’s track meet with a significant prize purse, offering winners like Gabby Thomas, Faith Kipyegon, and Alexis Holmes $60,000—double the amount athletes received at the 2024 Diamond League finale. Gabby Thomas, who competed in the first-ever Congress edition of Athlos NYC in September 2024, expressed her gratitude for the event. After the Paris Olympics, she wrapped up her season at Athlos, finishing second in the women’s 200 meters and earning a $25,000 prize. Thomas described the experience as a game-changer for athletes, noting how the event was specifically designed with them in mind and how it offered something truly innovative for women in sports.
ATHLOS is the “future of women in sports.” – @itsgabbyt
Making these women feel appreciated and building something specifically for them is what ATHLOS is at its core.
Always amazing to have Gabby cheering us on, this time alongside @alexisohanian at the recent Tiger 21… pic.twitter.com/nj1FkSA1uV
— ATHLOS (@athlos) January 28, 2025
Athlos not only provided a competitive platform but also celebrated athletes with a star-studded atmosphere. Performances by Megan Thee Stallion and DJ D-Nice, a pre-event photo shoot on the red carpet, and Tiffany & Co. crowns for the champions made the event feel like more than just a competition. The event was broadcast live on major platforms like ESPN+, DAZN, YouTube, and X, ensuring fans didn’t miss a moment.
Michael Johnson also contributed to the growth of track and field by launching Grand Slam Track in June 2024. This initiative aims to keep the momentum of track and field going year-round, with four major events each year, featuring the world’s best athletes. The series promises exciting competitions, including short and long sprints, hurdles, and distance races, with a total prize pool of $12.6 million. Athletes like Gabby Thomas, who is joining the roster for the 2025 season, are excited about the opportunities this series will provide, as it gives track athletes the platform and financial recognition that other sports have long enjoyed.
With these initiatives, athletes are finally getting the support and recognition they deserve, and the future of track and field looks brighter than ever.