Anticipated Experiences for Track Enthusiasts in Diamond League and FloTrack Collaboration
New and Exciting Era for Diamond League Streaming
Starting this Saturday, the Diamond League—one of track and field's most prestigious competition series—will find a fresh home on FloTrack. With world record holders and Olympic champions set to dazzle in Xiamen, China, the first meet kicks off the season.
NBC and Peacock have long been the hosts for the Diamond League, but they've passed the torch to FloSports, who signed a multi-year streaming deal last April. With concerns over financial accessibility and FloTrack’s niche nature, fans were left uncertain about what to expect. I chatted with Ryan Fenton, the General Manager of Track and Field at FloSports, to shed some light on the exciting new venture.
From a Vague Dream to Reality: The FloTrack Story
FloTrack's roots date back nearly two decades, when the company was founded by Mark Floreani. His vision was lofty: to make FloTrack a hub for all things track and field. Floreani and Fenton dreamt up a list of meets they hoped to produce one day, which included the Diamond League.
Although the list was small, they managed to produce a few of the meets on this list over the years. For several years, they were the broadcast platform for the NCAA cross-country championship. Now, the Diamond League is next on their aspirational to-do list.
The journey to secure streaming rights was fraught with challenges. "We would whiteboard out... the coolest things we could do in terms of events we could work with," said Fenton. "It [was the] Olympics, World Championships, Diamond League, [and the] NCAA Championships."
They faced numerous hurdles during their pursuit of the Diamond League streaming rights. When one company wins, others must wait until the contract is over before they can bid again, which could take years depending on contract length. On top of that, building brand recognition and resources was also difficult when going up against big names like ESPN and NBC.
Over time, they established themselves as a respected voice in the sports media scene by showcasing elite track and field meets, such as Penn Relays and the ACC track and field conference championships. They've also grown their social media platforms exponentially, now boasting almost half a million Instagram followers, close to 200k followers on X, over 600k followers on YouTube, and 600k+ on Facebook.
I asked Fenton about FloTrack's edge over other streaming platforms, and he highlighted its commitment to the sport. "We talk about track and field every day, 365 days a year," said Fenton. "These other networks aren't investing in track and field on a daily basis."
Fenton elaborated on why consistent investment in the sport is crucial: "It's not just about a live event; it's about being able to invest in the stories that lead into these events. Without the stories, the event doesn't mean much. If people aren't able to invest in the storytelling around it, the sport falls short."
What Viewers Can Expect
The primary concern with the streaming move is the price. Previously, fans only needed to pay $5.99 a month for a Peacock subscription to watch the meets, but FloTrack costs $29.99 a month. Despite the increase, Fenton promised it's worth the investment.
While there may be some concerns regarding FloTrack's production and streaming quality from the past, fans can rest easy knowing that the video quality will be top-notch. FloTrack will be using the global feed from the Diamond League for the broadcast and providing additional streams for field events. Steve Cram, Tim Hutchings, and Chris Dennis will remain the designated commentators for the FloTrack broadcast.
FloTrack will offer a unique viewing experience by introducing "The Athlete's Lounge," a watch-along show where fans can listen to various media personalities and track and field greats discuss the major performances at each meet. Matthew Centrowitz, Trey Hardee, and English Gardner, along with several other familiar faces, will appear on the show, which will debut on May 16th during the Doha Diamond League.
While the paywall is bound to raise contention, Fenton has assured that there will be free and accessible content for all to enjoy. "We want to grow the exposure and awareness around the sport of track and field," said Fenton. "We're going to make sure it's accessible to everybody.”
Curating Fresh Talent
In addition to new streams, Fenton is scouting talent to enhance FloTrack's media presence. Over the past year, FloTrack has welcomed a handful of elite broadcasters and media specialists to their team. Demitra Carter, Johnny Pace, and Nia Gibson all bring valuable skills to the table, promising an engaging and informative experience for viewers.
With the floodgates now open, it seems that FloTrack is well on its way to becoming the go-to destination for track and field fans. Here's to a thrilling Diamond League season ahead!
In 2025, FloTrack will provide the basis for sports enthusiasts to access the prestigious Diamond League events, streaming the track and field competitions from Xiamen, China. This move marks the culmination of nearly two decades of striving to become a prominent hub for track and field, with FloSports securing the Diamond League streaming rights after numerous challenges. As part of the enhanced viewing experience, FloTrack will offer "The Athlete's Lounge," a unique feature where fans can listen to media personalities and track and field greats discuss the major performances at each meet.
