A transformative chapter in world athletics is unfolding as Grand Slam Observe, the trailblazing house {of professional} monitor competitors, forges a visionary partnership with Sundial Media & Know-how Group (SMTG)—the cultural powerhouse behind ESSENCE, AFROPUNK, Refinery29, and extra.
This ground-breaking alliance units out not simply to raise the game of monitor and area, however to rebuild the connection between athletes and audiences, putting followers on the middle of a vibrant, culturally-driven, tech-forward universe.
From spectators to storytellers: A daring new fan expertise
Greater than a industrial collaboration, this multi-year enterprise goals to remodel passive viewership into dynamic, participatory engagement, making followers co-creators of the game’s evolving narrative. By way of digital innovation, storytelling, and immersive cultural experiences, monitor and area is being reimagined as a motion—one the place neighborhood, commerce, and competitors intersect.
“True transformation comes when competitors meets neighborhood,” stated Kirk McDonald, CEO of Sundial Media & Know-how Group. “Our new mannequin will flip followers into co-creators, athletes into homeowners, and monitor right into a stage for immersive cultural expertise—all whereas powering athleticism by way of fairness, entry, and storytelling.”
Fairness in movement: Sharing the highlight and the rewards
Central to this pioneering mannequin is a first-of-its-kind revenue-sharing part. SMTG will lead strategic sponsorship efforts for Grand Slam Observe’s 2026 season and past, with 10% of all sponsorship income secured by SMTG flowing on to the athletes themselves.
This reimagined compensation construction not solely rewards efficiency—it honors presence, platform, and participation.
Athletes signed to Grand Slam Observe, together with each Racers and Challengers, can be featured prominently throughout SMTG’s complete media portfolio, creating new alternatives for private brand-building, visibility, and fan connection. From main media placements to on-the-ground activations at dwell occasions, SMTG will assist place monitor stars entrance and middle—the place they belong.
Past the end line: A sport rebuilt for the trendy period
In simply its debut season, Grand Slam Observe has already begun rewriting the principles {of professional} monitor and area. Its fashionable competitors format celebrates not solely athletic excellence, however individuality, tradition, and charisma—interesting to a brand new era of followers hungry for authenticity and entry.
“Observe has a number of the most compelling athletes on the planet—however for too lengthy, followers have been stored at arm’s size,” stated Michael Johnson, four-time Olympic gold medalist and Commissioner of Grand Slam Observe.
“Grand Slam Observe got down to change that… Now, with SMTG in our nook, we’re closing that distance even additional. We’re not simply constructing a league—we’re constructing a motion.”
Immersive affect: What the partnership delivers
This partnership isn’t simply symbolic—it’s filled with highly effective, fan-forward improvements, together with:
- Interactive digital content material and athlete-led storytelling throughout media platforms
- Dwell occasion experiences mixing tradition, music, and direct fan participation
- Unique behind-the-scenes content material, giving followers uncommon perception into athletes’ lives and preparation
- A new media platform enabling followers to co-create, share, and even personal moments throughout the monitor narrative
These parts will anchor Grand Slam Observe’s upcoming 2026 calendar of occasions, which is able to span main U.S. cities and choose worldwide locations. With protection deliberate throughout broadcast and digital channels in over 200 international locations and territories, the attain is really world.
Constructed by tradition, backed by imaginative and prescient
The formation of this partnership was spearheaded by Richelieu Dennis, Founder and Chair of the Sundial Group of Firms and Founding father of the New Voices Fund. As an investor in Grand Slam Observe, Dennis performed a pivotal position in bringing the 2 entities collectively.
His funding, alongside SMTG’s involvement, alerts greater than monetary assist—it marks a perception in monitor and area as a cultural pressure, and in athletes as brokers of inspiration, affect, and innovation.
