A transformative chapter in global athletics is unfolding as Grand Slam Track, the trailblazing home of professional track competition, forges a visionary partnership with Sundial Media & Technology Group (SMTG)—the cultural powerhouse behind ESSENCE, AFROPUNK, Refinery29, and more.
This ground-breaking alliance sets out not just to elevate the sport of track and field, but to rebuild the relationship between athletes and audiences, placing fans at the center of a vibrant, culturally-driven, tech-forward universe.
From spectators to storytellers: A bold new fan experience
More than a commercial collaboration, this multi-year venture aims to transform passive viewership into dynamic, participatory engagement, making fans co-creators of the sport’s evolving narrative. Through digital innovation, storytelling, and immersive cultural experiences, track and field is being reimagined as a movement—one where community, commerce, and competition intersect.
“True transformation comes when competition meets community,” said Kirk McDonald, CEO of Sundial Media & Technology Group. “Our new model will turn fans into co-creators, athletes into owners, and track into a stage for immersive cultural experience—all while powering athleticism through equity, access, and storytelling.”
Equity in motion: Sharing the spotlight and the rewards
Central to this pioneering model is a first-of-its-kind revenue-sharing component. SMTG will lead strategic sponsorship efforts for Grand Slam Track’s 2026 season and beyond, with 10% of all sponsorship revenue secured by SMTG flowing directly to the athletes themselves.
This reimagined compensation structure not only rewards performance—it honors presence, platform, and participation.
Athletes signed to Grand Slam Track, including both Racers and Challengers, will be featured prominently across SMTG’s entire media portfolio, creating new opportunities for personal brand-building, visibility, and fan connection. From major media placements to on-the-ground activations at live events, SMTG will help place track stars front and center—where they belong.
Beyond the finish line: A sport rebuilt for the modern era
In just its debut season, Grand Slam Track has already begun rewriting the rules of professional track and field. Its modern competition format celebrates not only athletic excellence, but individuality, culture, and charisma—appealing to a new generation of fans hungry for authenticity and access.
“Track has some of the most compelling athletes in the world—but for too long, fans have been kept at arm’s length,” said Michael Johnson, four-time Olympic gold medalist and Commissioner of Grand Slam Track.
“Grand Slam Track set out to change that… Now, with SMTG in our corner, we’re closing that distance even further. We’re not just building a league—we’re building a movement.”
Immersive impact: What the partnership delivers
This partnership isn’t just symbolic—it’s packed with powerful, fan-forward innovations, including:
- Interactive digital content and athlete-led storytelling across media platforms
- Live event experiences blending culture, music, and direct fan participation
- Exclusive behind-the-scenes content, giving fans rare insight into athletes’ lives and preparation
- A new media platform enabling fans to co-create, share, and even own moments within the track narrative
These components will anchor Grand Slam Track’s upcoming 2026 calendar of events, which will span major U.S. cities and select international destinations. With coverage planned across broadcast and digital channels in over 200 countries and territories, the reach is truly global.
Built by culture, backed by vision
The formation of this partnership was spearheaded by Richelieu Dennis, Founder and Chair of the Sundial Group of Companies and Founder of the New Voices Fund. As an investor in Grand Slam Track, Dennis played a pivotal role in bringing the two entities together.
His investment, alongside SMTG’s involvement, signals more than financial support—it marks a belief in track and field as a cultural force, and in athletes as agents of inspiration, influence, and innovation.
