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There’s an exciting development for fans of track and field as the Diamond League makes its debut on FloTrack starting Saturday, April 26th. The inaugural event will take place in Xiamen, China, featuring world record holders and Olympic champions showcasing their talents across various disciplines.
For many years, NBC and Peacock served as the broadcasting platform for the Diamond League. However, a significant shift occurred last April when FloTrack secured a multi-year deal to take over the coverage. This transition left some fans wondering how accessible the new service would be, given FloTrack’s specialized focus. To gain more insight into this change, I spoke with Ryan Fenton, General Manager of Track and Field at FloSports. Here’s a glimpse of what viewers can anticipate in the upcoming season.
Realizing a 17-Year Dream: Mike Floreani and Ryan Fenton
The vision behind FloTrack began nearly two decades ago, driven by Mark Floreani, the founder and CEO of FloSports. His aspiration was to create a comprehensive hub for track and field content. Alongside Fenton, they formulated a list of significant events to cover, including the Diamond League.
“We would brainstorm about the most exciting events we could collaborate with,” Fenton recalled. “This included the Olympics, World Championships, Diamond League, and NCAA Championships.” Though their initial list was concise, they’ve successfully broadcast several of those events over the years, including the NCAA cross-country championship. Now, the Diamond League represents a major milestone in their journey.
The path to obtaining the streaming rights for the Diamond League was fraught with challenges. When competing for rights, winning bids often meant that other companies had to wait for years before they could try again, depending on the length of the existing contract. Additionally, they faced the uphill task of establishing their brand in a landscape dominated by heavyweights like ESPN and NBC.
Over time, FloTrack carved out a niche in the sports media realm by broadcasting prestigious meets such as the Penn Relays and the ACC Track and Field Championships. Their growing presence on social media, with nearly half a million Instagram followers and around 200,000 followers on X, has solidified their status as a key player in the track and field community.
Fenton highlighted FloTrack’s distinctive advantage: “We engage with the sport year-round. This is part of our daily life, unlike other networks that aren’t as committed to track and field on a continuous basis.” He emphasized the importance of storytelling in connecting audiences with the sport and ensuring that events resonate beyond just the competition itself.
Navigating Broadcast Changes
The most pressing concern surrounding this streaming shift is the cost. Previously, fans enjoyed access to the Diamond League through NBC and Peacock at a subscription rate of $5.99 per month. In contrast, FloTrack’s subscription is set at $29.99, a notable increase. However, Fenton reassured audiences that the investment would be justified for various reasons.
Fans have expressed concerns about the quality of FloTrack’s production in the past. However, Fenton confirmed that the broadcast would utilize a global feed directly from the Diamond League, ensuring video quality remains high. Noteworthy commentators such as Steve Cram, Tim Hutchings, and Chris Dennis are set to provide coverage for the events.
Moreover, FloTrack plans to introduce additional streams for field events, a move aimed at rectifying the common oversight where these events receive less coverage compared to running. The platform will also debut a new program called “The Athlete’s Lounge,” where media personalities and track legends will analyze key performances. Launching on May 16th during the Doha Diamond League, the show aims to provide an alternative perspective to the main broadcast.
While the subscription fee may deter some, Fenton emphasized that free content would remain accessible, similar to FloTrack’s current offerings. “We want to increase the visibility of track and field,” he stated, underlining the platform’s commitment to sharing exciting stories from the sport.
Cultivating New Talent
In addition to launching new features, Fenton is actively curating talent to elevate FloTrack’s media presence. Recent hires include several skilled broadcasters and content creators.
Demitra Carter, a Senior Content Creator known for her engaging style and experience with major brands, is on board to enhance content relatability. Alongside her, Johnny Pace, a Senior Content Creator and skilled photographer and videographer, joins to document the Diamond League from various angles, capturing emotional highlights from events.
Nia Gibson, another new addition, brings her extensive sports media experience and an engaging approach to commentary. A former collegiate track athlete, Gibson is equipped to unearth fascinating narratives within the sport and ask critical questions.
Overall, FloTrack seems poised to realize a long-held aspiration of creating a true home for track and field. “Ideally, the sport needs a central location,” Fenton emphasized, highlighting FloTrack’s commitment to being that destination for fans.
As the Diamond League embarks on this new chapter with FloTrack, fans can look forward to an enriched experience that merges live events with nuanced storytelling, aiming to elevate track and field to broader audiences.
Source
www.forbes.com