The 23-year sponsorship deal with Nike was the spark for a revival in fortunes at USA Track and Field (USATF), according to chief executive Max Siegel.
Speaking at at the Sports Decision Makers Summit in Miami today, Siegel said the deal – signed in 2014 and “allegedly” worth $400m, allowed the organization to pursue other blue chip sponsors such as The Hershey Company. Nike’s “alignment” with track and field gave the sport credibility with other commercial entities as well as giving USATF a base from which to be aggressive.
USATF is using the runway provided by the LA 2028 summer games to build further commercial relationships. The use of digital platforms Siegel says has helped bridge the interest gap in between Olympic games and the US will host the 2021 World Championship in Athletics, the first time it will be hosted in the United States.