The CW continues to enhance its commitment to live sports by adding the innovative track and field circuit, Grand Slam Track, founded by Olympic gold medalist Michael Johnson. The inaugural season of Grand Slam Track is set to kick off on April 4 in Kingston, Jamaica, featuring four exciting events. This media rights deal also includes a streaming component through NBC’s Peacock, with competitions taking place over three days — Friday to Sunday — for each event. Day 1 coverage on Fridays will be exclusively streamed on Peacock, followed by simulcasting of The CW’s weekend coverage. No financial details of the deal were disclosed.
“We’re delighted to finally announce this incredibly exciting broadcast and streaming partnership to all our fans in the United States,” Johnson, the league’s commissioner, said in a press release. “I’d personally like to thank our great partners at The CW and NBC Sports for orchestrating this agreement, which will help us revolutionize the sport of track. We were determined to ensure that Grand Slam Track would reach millions across the country, and we’re thrilled to deliver on that promise.” With a roster of 48 athletes, including top track stars like multiple-time Olympic Gold medalists Sydney McLaughlin-Levrone and Gabby Thomas, Grand Slam Track boasts prize pools significantly higher than those of the current leading circuit, Diamond League.
This deal is part of a broader expansion into live sports for the Nexstar-owned CW network, which already holds media rights agreements with the ACC, Pac-12, WWE NXT, the NASCAR Xfinity Series, and Inside the NFL. “We are thrilled to welcome Olympic Champion Michael Johnson and the inaugural season of Grand Slam Track to the CW Sports family,” said Brad Schwartz, President of The CW Network, in a release. “Michael and his team have put together an impressive roster of top athletes for intense competitions. We look forward to introducing Grand Slam Track to our audience and view it as an exciting addition to our growing sports lineup.”
Grand Slam Track embodies the type of sports property that networks like The CW should pursue. The rights fee (if any) is likely low, yet track and field commands a dedicated audience eager to find competitions wherever they are aired. Given the caliber of athletes attracted by Grand Slam, engaging fans to tune into The CW for its inaugural season should be an attainable goal.
