Budapest, Hungary – On Thursday, World Athletics set aside a special “The Day Before” session at the Ultimate Championships to let athletes record content away from the pressures of race day. The federation’s red‑carpet showcase featured floor‑length gowns and rhinestone‑studded suits, underscoring a new focus on the creator economy.
Olympic 100‑metre champion Noah Lyles, who boasts 1.5 million Instagram followers, praised the initiative but warned that clear boundaries are needed. “Influencers are needed, but there’s a time and place,” Lyles said, recalling a recent incident at the U.S. Open where a photo‑shoot disrupted play.
For many track and field stars, social‑media exposure has become a vital source of income. With limited guaranteed salaries and sponsorships concentrated among a few elite athletes, competitors are turning to brand partnerships, side ventures, and direct fan engagement to supplement earnings.
Creating a Safe Space for Content
World Athletics’ dedicated content zone aims to provide a controlled environment where athletes can film without interrupting competitions. Lyles praised the effort, noting it offers a comfortable setting that respects both athletes and event organizers.
Greek pole‑vaulter Emmanouil Karalis echoed the sentiment, describing himself as “a kid from social media” who sees the need for regulation. “In the U.S. Open, that was too much,” he said.
Entrepreneurial Ventures Grow
Beyond social posts, athletes are launching businesses. Lyles recently introduced a track‑and‑field trading‑card collection to generate additional revenue. Former world‑record holder Jake Wightman co‑founded Last Rep Coffee, an official supplier to the Budapest event. Canada’s seven‑time Olympic medalist Andre De Grasse has expanded into a charitable foundation, invested in a women’s soccer club, and is developing a children’s television show and a biopic.
Brian Levine, president of Envision Sports & Entertainment, explained that athletes must “optimise their earning potential during what is typically a relatively brief career.” Other competitors, such as pole‑vault record‑holder Mondo Duplantis and sprinter Sandi Morris, have explored music projects.
Growing Pains and Regulation
The rise of creator content has not been without conflict. Influencer Matt Choi was disqualified from the 2024 New York City Marathon for using an unauthorised camera crew. In response, USA Track & Field introduced a dedicated “content creator zone” at its national championships to separate traditional media from independent creators.
As athletics adapts to the creator economy, the sport’s biggest winners may be those who can excel both on the track and on the screen, turning fleeting moments of fame into lasting financial stability.
Original reporting: Appleton, WI News Feed (HLL/CB) — read the source article.
