Michael Johnson has secured more than $30m for his alternate Athletics League

The fan-focused track league, spearheaded by four-time US Olympic Champion Michael Johnson, has partnered with Doubleday & Cartwright (D&C), Two Circles, and SRK Strategies to help lay the groundwork for its successful debut.

In the build-up to the league’s debut in 2025, Johnson has secured more than $30m in financial commitments from investors and strategic partners, which has now been added to by independent creative studio D&C, sports marketing agency Two Circles and SRK Strategies, a boutique PR Agency.

Johnson said: “The addition of Doubleday & Cartwright, Two Circles, and SRK Strategies will allow our league to expand its media and creative outreach. 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.”

The former Olympic Champion will hope that Two Circles will bring a wealth of expertise, having advised prominent names in the track world, including World Athletics, United Kingdom Athletics, and the International Olympic Committee.

Founded and led by Gareth Balch, a former track athlete, Two Circles will advise the league on how to achieve its objectives of generating new fans and galvanising the millions of existing avid track fans with exciting track competition across all mediums.

Balch added: “We are thrilled to be involved in this game-changing new venture alongside Michael and the team. 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”.

Founder and CEO of SRK Strategies Ben Sosenko brings with him more than 20 years of experience working in public relations and media. His company’s job will be to lead the public relations operations of the new league, managing press access and increasing outreach.

D&C’s role will be to craft the league’s graphic identity, establish its voice,

and captivate new fans. As the league evolves, the company will collaborate directly with athletes to shape their identities, aiming to spotlight the league’s range of stars and rivalries that will entertain future fans.

Christopher Isenberg, Partner at D&C, commented: “I watched Olympic Athletics live as an eleven-year-old, and it blew my mind. When I heard Michael and Steve’s vision to deliver that excitement four times a year, I knew we had to be involved. Once you get over the fact that it’s Michael Johnson talking to you, you can appreciate the incredible focus and vision applied to every detail, every note. They’ve been incredible to work with.”