Whenever tennis legend Serena Williams put on a masterful display, Alexis Ohanian acted as her biggest cheerleader. Eventually, the venture capitalist and Reddit co-founder developed a love for everything sports. However, it wasn’t until the U.S. Olympic trials that Angel FC soccer club investors understood the popularity of track and field. Yet he was in for a shock.

As the 41-year-old’s interest in track and field grew, Serena William’s husband linked up with stars such as Gabby Thomas. However, Thomas told Ohanina that the top prize at the end of an entire season was only $30,000. The entrepreneur couldn’t fathom how some of the fastest women in the world are so undervalued. It wasn’t long until the Athlos investor devised a plan to organize an event. Alexis Ohanian understood he had an opportunity and pulled out all the stops.

Athlos NYC hopes to shine the spotlight on track and field athletes

As the husband of the women’s tennis G.O.A.T., Alexis Ohanian understood exactly how much money an athlete needs to compete professionally. So the first major decision that Ohanina took was to only focus on female track and field athletes. The second and even more impactful decision Ohanina made was to double the Diamond League final’s prize money.

While the 41-year-old hopes to revolutionize all aspects of sports, Athlos NYC will be a litmus test that’ll determine his vision’s viability. However, this was only the beginning, as the Getty Images investor strived to make the upcoming September 26 event all about the athlete. So instead of inviting the biggest champions in track and field, Athlos NYC hoped to strike a balance.

While the event has built up a roster of experienced veterans, there are plenty of women who find themselves on the cusp of a huge opportunity. Young stars such as 25-year-old Celera Barnes, Anavia Battle, and others will race three-time Paris Olympics gold medalist Gabby Thomas in the 200-meter race.

Meanwhile, 100-meter hurdles gold medalist Masai Russell will take on the likes of 25-year-old Tonea Marshall. Rising stars such as 20-year-old 800-meter specialist Addison Wiley will get the opportunity of a lifetime and possibly walk away with the largest purse in women’s track and field history. Meanwhile, veterans such as three-time 1500m Olympic champion Faith Kipyegon will balance the scale with experience.

However, simply doubling the prize money to $60,000 for each race is far from the only thing that makes the upcoming track and field event stand out. In another first, Athlos NYC will give the winners of its five events a share of the revenue. According to the official website, 10% of the event’s total revenue. These include ticketing, commercial sponsorship, and broadcast.

Besides base prize money outmatching the Diamond League and the 2024 Olympic Games, the revenue sharing could exponentially boost how much each winner earns. However, if you think the biggest women’s exclusive track and field event has run out of surprises, you’d be wrong. Unlike traditional sponsors such as Nike, Adidas, Puma, and others, Ohanian has hooked up with unique brands.

Athlos NYC’s unique partnerships will break the mold

Ohanina’s efforts to revitalize the sport, string with women’s track and field, caught the attention of Oiselle. The women’s sports apparel brand has a similar goal of uplifting women’s sports. Hence, getting the brand with “a mission to grow the attention on women’s running.” didn’t take much effort. However, even more surprising is their sponsorship with Tiffany & Co.

“This is just the start,” said Alexis Ohanian while announcing the luxury jewelry maker as a sponsor. The jewelry brand will create custom crowns for the winners of Athlos NYC. It seems Ohanian and the brand was inspired by the iconic moment when Sydney McLaughlin-Levrone’s family put a tiara on her head after the athlete’s 400m hurdles victory in Paris.

Finally, we come to another tradition-breaking move by the Reddit co-founder. NBC and its streaming platform Peacock broadcast nearly all track and field events in the USA. However, Ohanian wanted to tap into the “vibrant” and worldwide online track and field community.

AUSTIN, TEXAS – MARCH 13: Alexis Ohanian Sr. speaks onstage at “Featured Session: Empowering the Next Generation to Build a Better Future” during the 2023 SXSW Conference and Festivals at Hilton Austin on March 13, 2023 in Austin, Texas. (Photo by Amy E. Price/Getty Images for SXSW)