There is a new streaming home for one of track and field’s most premier competition series. The Diamond League is set to start streaming on FloTrack this Saturday, April 26th. The first meet will be in Xiamen, China, with world record holders and Olympic champions headlining various events.
For the past seven years, NBC and Peacock have been home to the Diamond League, but last April, FloTrack signed a multi-year streaming deal to take over the coverage. This news left fans uncertain of what was to come due to financial accessibility and FloTrack’s niche nature. While many of the concerns are valid, I spoke with Ryan Fenton, the General Manager of Track and Field at FloSports, about the plans for this new venture.
Here is a guide for what viewers can expect for the upcoming Diamond League season.
How A 17 Year Dream Turned Into Reality For Mike Floreani And Ryan Fenton
The founder and CEO of FloSports, Mark Floreani, had a large dream when he started the company almost two decades ago. His hope was to have FloTrack become the home for all things track and field. Floreani and Fenton put together a list of meets they hoped to produce one day which included the Diamond League.
“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.”
Although the list was short, they’ve produced a few of the meets on this list. For several years, they were the broadcast platform for the NCAA cross-country championship. Now, the Diamond League is the next item they can cross off their bucket list.
They attempted to win the streaming rights several times for the Diamond League, but many difficulties arose during this journey. When bidding for streaming rights, if a company wins, others must wait until the contract is done before they can bid again. Depending on the length of the contract, this can take years.
FloTrack was also facing the challenge of building its brand and resources. When other media sources like ESPN and NBC, which have built extreme prestige and history, are in the mix, it becomes a struggle to be seen as a viable option for streaming rights.
Over time, they became more reputable in the sports media space by broadcasting elite track and field meets such as Penn Relays and the ACC track and field conference championships. Outside of showcasing meets, they’ve grown their social media platforms tremendously, amassing almost half a million followers on Instagram and almost 200k followers on X. They are currently a staple in the track and field community for all things news, content, and commentary.
I asked Fenton what he feels is FloTrack’s advantage over other streaming platforms, and he stated that it’s their dedication to track and field that will set them apart.
“The biggest difference for us is that we are talking about the sport 365 days a year,” said Fenton. “It’s a part of what we live and breathe every day…these other networks are not investing in track and field on a daily basis.”
He went on to explain the importance of investing in the sport continuously and why it means so much for them to be in this position to showcase the Diamond League.
“It’s not just about a live event; it’s about being able to invest in the stories that lead into these events,” Fenton stated. “Without the stories, the event doesn’t mean much [thus], and if people aren’t able to invest in the storytelling around it, the sport falls short.”
FloTrack will not only be a place to watch the events live but also a place to learn about the sport and add many complex layers about each competitor that may not be found on other major streaming platforms.
How The Broadcast Will Work
The biggest concern with this streaming move is the price. When the Diamond League was on NBC and Peacock, viewers only needed to pay $5.99 a month for a subscription to watch the meets. FloTrack costs $29.99 a month, which is a considerable price jump from what fans were paying previously. Fenton stated that FloTrack would stick to its business model but assured me that it would be worth the price for several reasons.
In previous years, fans have taken to social media to address their concerns about FloTrack’s production and streaming quality. A few have had concerns about whether the production quality they’ve seen in the past will spill over into the Diamond League presentation.
Fans can rest assured that the video quality will be excellent. Fenton mentioned that the video they’ll be using for the broadcast will come directly from the Diamond League. It will be the global feed that they will distribute to all the platforms that will broadcast the Diamond League all over the world. Viewers can expect to see similar video quality to what they’ve seen in the past. Steve Cram, Tim Hutchings, and Chris Dennis will be the designated commentators for the FloTrack broadcast.
In addition to the race feed, FloTrack will provide two to three additional streams for field events. Historically, spectators have felt that field events don’t receive the same amount of media attention as running events. There is truth to their concerns because some track and field broadcasts don’t even stream the field events. Sometimes, they may show highlights during the downtime of races; however, streaming the entirety of field events along with different angles is not a common occurrence. FloTrack is taking a significant step towards ensuring equitable coverage for field events.
If viewers want additional coverage, they can tune into their new watch-along show, “The Athlete’s Lounge”, where fans can listen to various media personalities and track and field greats discuss the major performances at each meet. The show will debut on May 16th during the Doha Diamond League and will stream for 10 of the broadcasts in 2025. Fans will see several familiar and legendary faces, including Matthew Centrowitz, Trey Hardee, and English Gardner. There will even be surprise special guests during each show.
“The Athlete’s Lounge” aims to hone in on major moments happening in real-time at the meet and offer an alternate perspective from what will be said on the traditional broadcast. Fenton mentioned he wanted it to have a similar vibe to “ManningCast” on ESPN.
While the paywall will still raise concerns for fans, Fenton ensured there will be an influx of free and accessible content for people to enjoy, similar to what the platform does now.
“We want to grow the exposure and the awareness around the sport of track and field,” said Fenton. “We’re going to make sure [the news] is accessible to everybody…if Jakob Ingebrigsten breaks a world record… we want everyone to be excited about that storyline.”
Roping In And Curating New Talent
In addition to the new streams, Fenton is handpicking talent to help elevate FloTrack’s media presence. Over the past 12 months, FloTrack has hired a handful of elite broadcasters and media specialists to join its crew.
First on their list is Demitra Carter. Carter, the creator of “Tiny Talks”, is a Senior Content Creator at FloTrack. Before joining their crew, she worked with various brands and companies such as World Athletics, the U.S. Olympic and Paralympic Committee, On, and Under Armour. Some of the content on her Instagram has reached almost three million views, and she has over 20k followers on Instagram. Carter is known for her light-hearted and friendly personality, which creates a safe environment for athletes to open up with her during interviews. Bringing her into the mix was crucial for curating relatable and informative content for the platform.
Johnny Pace is the next person they’ve added to their roster. Pace joins Carter as another Senior Content Creator. Pace is known for his exceptional photography and videography skills. He’s shot at major meets such as the Olympics, World Athletics Indoor and Outdoor Championships, and the USATF Indoor and Outdoor Championships. Pace’s talent is highly sought after because he captures intense, emotional moments at meets. Pace will expand his talents with FloTrack by joining in as an on-air talent and traveling overseas to gather content at the first three Diamond League competitions.
Nia Gibson is another face they’ve added to their crew. Gibson joins FloTrack as a journalist, multi-media host, and on-air talent. She has extensive experience working for a variety of sports media platforms such as ESPN, Overtime, and the NBA. Like Carter and Pace, Gibson is a former collegiate track athlete who brings unique and first-hand perspectives to her commentary on the sport. Gibson is excellent at finding intriguing stories in the sport and isn’t afraid to ask difficult questions. Her skills show her to be a highly reputable and sought-after source for track and field news.
It is evident that FloTrack understands the importance of having a talented team that can execute the dream they’ve worked so diligently to accomplish. Carter, Pace, and Gibson all have various and needed talents that will elevate FloTrack’s media coverage.
The journey that FloTrack will embark on with the Diamond League will help one of Fenton and Floreani’s primary goals:
“Ultimately, the sport needs a home,” said Fenton.
If fans are looking for a central location for most of their track and field needs, FloTrack may be the place for them.
