What ATHLOS does

ATHLOS is a privately held, women-only professional track and field circuit founded in 2024 by Reddit co-founder Alexis Ohanian through his venture capital firm Seven Seven Six. The company operates live invitational meets where elite female athletes compete across seven track and field disciplines (100m hurdles, 100m, 200m, 400m, 800m, mile, and long jump), with cumulative points across events determining an overall champion. For 2026, ATHLOS is transitioning from a single-city showcase into a two-city championship series spanning New York City (Icahn Stadium, October 2) and London (StoneX Stadium, September 18), making it the first multi-city women's professional track league of its kind.

The company's core products are the Athlos NYC and Athlos London invitationals, the multi-city championship series with cumulative scoring, and an industry-first athlete equity program that grants eligible competing athletes ownership stakes in the league. The technology stack is intentionally lean: ATHLOS does not disclose a proprietary platform and instead relies on third-party infrastructure for ticketing (Freshtix, eticketing.co.uk via Saracens), content distribution (Scoreplay, YouTube, X), broadcast production (Toldright Studios, Aurora Media Worldwide), and payments (Cash App, which enables instant athlete payouts and sponsors a $250,000 world-record bonus). Distribution is hybrid, combining free streaming on YouTube and X, paid streaming on ESPN+, and linear television on ION via a multi-year Scripps Sports deal.

ATHLOS monetizes through four primary revenue streams: corporate sponsorships (Toyota, Instacart, Cash App, Tiffany & Co., Brooks, Oiselle, Strava, World Athletics), broadcast rights (ION/Scripps, ESPN, Range Sports), ticket sales for live events, and an athlete equity participation model. According to founder commentary, revenue grew 3X-4X year-over-year from 2024 to 2025 with partnership revenues doubling, though the league continues to operate at a loss. Total announced prize money exceeds $2.1 million for the 2026 season, with per-event first-place purses of $65,000 — multiples above the Diamond League's ~$25,000-$30,000 standard — positioning compensation as the league's central differentiator alongside its entertainment-first event format (night races, music performances, celebrity attendees, Tiffany crown trophies).

Name

ATHLOS

Legal name

ATHLOS

Website

https://athlos.com

Company type

Private

Founded year

2024

Operating status

Operating

Short description

ATHLOS is a privately held women's-only professional track and field circuit that hosts elite invitational meets across multiple cities, competing athletes for cumulative points, prize money, and equity stakes, and serving fans and brand sponsors through live events, broadcast media, and digital streaming.

Ownership category

akta.pro rank

Product category

Professional Sports League / Live Sports Events

NAICS

Sports Teams and Clubs (711211), Spectator Sports (71121), Other Spectator Sports (711219)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Individual-Sport Clubs & Teams (Cycling Teams, Athletics/Track Clubs, Swimming Clubs, etc.) (MPAKABAD)

akta.pro secondary industry

Major Championship Events & World Finals (MPAKANAE)

Keywords

• Professional track and field
• Women's sports league
• Live sports events
• Athlete equity model
• Sports entertainment meets

Headquarters

HQ city

New York City

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Others

Revenue model

1. Sponsorship Revenue: ATHLOS generates revenue through brand sponsorships. Key sponsors include Toyota, Instacart, Cash App, Tiffany & Co., Brooks Running Shoes, and Oiselle. Sponsorship revenues reportedly doubled year over year from 2024 to 2025.
2. Broadcast Rights: ATHLOS sells broadcast rights to television networks. A multi-year deal with Scripps Sports/ION delivers content on domestic linear television, while streaming rights are held by Range Sports and distributed through ESPN, X, and YouTube.
3. Ticket Sales: ATHLOS sells tickets to live events at Icahn Stadium in New York and StoneX Stadium in London. Tickets are sold through the company's website and third-party ticketing platforms.
4. Athlete Equity: ATHLOS provides equity to eligible participating athletes, making them stakeholders in the league. This creates a unique economic model where athletes share in the long-term value they help build.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

ATHLOS operates a global, women-only professional track and field circuit consisting of invitational live events in New York City and London where elite female athletes compete across seven track and field disciplines (100m hurdles, 100m, 200m, 400m, 800m, mile, long jump) under a cumulative points scoring system. The league pays industry-leading prize money, awards Tiffany & Co. crowns to champions, distributes payments instantly via Cash App, and grants eligible participating athletes equity stakes in the league. The product blends elite competition with entertainment (live music performances, premium fan trackside experiences, broadcast distribution across ESPN, ION, YouTube, and X).

Product overview

ATHLOS is a first-of-its-kind all-women's professional track and field league offering elite competition events, athlete ownership, and entertainment experiences. The core offering consists of the Athlos NYC and Athlos London invitationals within a two-city championship series structure. Athletes compete across seven track and field events (100m hurdles, 100m, 200m, 400m, 800m, mile, and long jump) with cumulative scoring determining overall champions. The product portfolio includes the flagship invitational events, the championship series format with athlete equity participation, Cash App payment integration for instant prize distribution, and original content programming like Rising Stars: Velocity Track Club.

Differentiator

Problem solved

Functional benefit

Products and services

• Athlos NYC ATHLOS's flagship women-only track and field invitational held annually at Icahn Stadium in New York City, featuring elite female athletes competing across seven track and field events (100m hurdles, 100m, 200m, 400m, 800m, mile, long jump) with prize money and Tiffany & Co. crown awards.
• Athlos London ATHLOS's debut international track and field event held at StoneX Stadium in London as part of the 2026 two-city championship series, featuring the same seven track and field events as Athlos NYC with cumulative scoring across both cities.
• ATHLOS Championship Series Two-city championship series spanning both Athlos London and Athlos NYC where athletes compete across seven track and field events in each city, with cumulative points determining overall champions per discipline. Includes a $25,000 championship bonus for the highest cumulative scorer, eligibility requires competing in both cities, and the format awards the Tiffany & Co. crown to champions.

Quantifiable outcome

• 4.5 million viewers across platforms in year two, a 50% increase from year one's 3 million total viewership
• +3 more outcomes

Named customers8 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

15 partnerships are on record, tiered core and minor.

• Cash AppcoreGTM or Marketing Partner · 10 October 2025Official payments sponsor enabling immediate prize payments to athletes upon result confirmation, replacing typical delayed payout timelines in track and field. Cash App also committed $250,000 world-record bonus for athletes breaking global marks at the event. Positions ATHLOS as transparent alternative to competitor Grand Slam Track's payment issues.
• Brooks Running ShoescoreGTM or Marketing Partner · 9 October 2025Presenting sponsor of the ION television telecast for ATHLOS NYC 2025. Marking the beginning of a multi-year partnership between Brooks Running Shoes and the ATHLOS league, with Brooks serving as the exclusive athletic footwear partner.
• Scripps Sports / ION TelevisioncoreChannel Partner/ Reseller/ Distributor · 9 September 2025Multi-year broadcast rights agreement for ATHLOS to air on ION Television network. The deal includes rights to broadcast the ATHLOS League and positions ION alongside existing women's sports programming including WNBA and NWSL. ION delivers over 400,000 viewers for inaugural broadcasts.
• Ryoko RainminorGTM or Marketing Partner · 20 September 2024Luxury streetwear brand partnering as official collaboration partner for Athlos NYC 2024. The collaboration includes a custom apparel line featuring mesh shorts, shirts, and jackets, with Olympic hurdler Alaysha Johnson debuting the collection.
• OisellecoreGTM or Marketing Partner · 21 August 2024Seattle-based women's running brand became the inaugural athletic apparel sponsor for ATHLOS NYC. The partnership aligns with Oiselle's founding mission to grow attention on women's running and support female athletes. Both organizations work to elevate women's track.
• ToyotacoreGTM or Marketing PartnerMajor corporate sponsor of ATHLOS women's track events. Toyota is among the key sponsors including Instacart and Cash App supporting the league's growth.
• InstacartminorGTM or Marketing PartnerCorporate sponsor of ATHLOS events, part of the league's growing roster of brand partners supporting women's track and field.
• Tiffany & Co.coreGTM or Marketing PartnerLuxury jewelry partner providing crown trophies for ATHLOS winners. Each event champion receives a Tiffany & Co. crown valued as both a trophy and piece of jewelry. The partnership provides luxury brand association and distinctive prize differentiation.
• Toldright StudiosminorImplementation/ SI/ Consulting PartnerProduction company handling ATHLOS event production, managing the visual and broadcast production elements of the live events.
• Range SportscoreChannel Partner/ Reseller/ DistributorMedia rights holder alongside Seven Seven Six for ATHLOS content distribution, helping secure broadcast and streaming partnerships.
• Aurora Media WorldwidecoreImplementation/ SI/ Consulting PartnerAward-winning broadcast agency named as host broadcast partner for the 2026 season. Aurora is known for growing global sports properties through innovation and modern sports storytelling, bringing premium live production, athlete-led storytelling, enhanced graphics, and digital-first coverage to ATHLOS.
• NYC Her FutureminorOthersStrategic community partner of ATHLOS supporting the next generation of young women in New York. Partnership includes silent auction proceeds donated to the organization, supporting female athletes and addressing pay disparity.
• Saracens (StoneX Stadium)coreChannel Partner/ Reseller/ DistributorLondon rugby club whose StoneX Stadium serves as the venue for ATHLOS London 2026. Administer ticketing through their platform and provide venue facilities for the inaugural international event.
• World AthleticsminorStrategic or Co-development PartnerInternational governing body for track and field supporting ATHLOS as a major corporate sponsor. World Athletics' endorsement provides legitimacy and connection to the broader sport ecosystem.
• StravaminorGTM or Marketing PartnerRunning and cycling social network supporting ATHLOS as a major corporate sponsor, aligning with the app's core user base of runners and fitness enthusiasts.

Scale indicators7 records

Recent moves7 records

Expansion highlights6 records

Broad incumbents

• World Athletics: The international governing body of track and field. ATHLOS is both a customer (partnering with World Athletics) and operates adjacent to the governing body's sanctioning framework, which creates strategic dependency on continued endorsement.
• WNBA: Established women's professional sports league that has demonstrated the women's sports economics can scale. WNBA's recent surge in viewership and valuations provides a comparable template for ATHLOS's premiumization of women's athletics content.
• USA Track & Field: National governing body for track and field in the US. USATF is both a partner (providing athlete eligibility pipeline) and a structural incumbent — it controls the Olympic Trials pipeline and has interests in shaping US track that can intersect or compete with ATHLOS's calendar.
• PGA Tour: Established premium individual-sport league with multi-event structure, prize purses, and corporate hospitality. Relevant comparator for ATHLOS's per-event hierarchy, season-long narrative, and championship scoring, although at a much larger scale.
• NWSL: Women's professional soccer league with similar growth trajectory, sponsorship ramp, and premium positioning relative to men's leagues. Sister-league comp for women's sports business model and partnerships with broadcast/sponsors like ION.

Direct peers

• Grand Slam Track: Former direct competitor founded by Michael Johnson with a similar premium-prize-money track league model. Despite comparable objectives, GST collapsed owing athletes $13-19M, providing a cautionary precedent for ATHLOS's own execution risk.
• Diamond League: The IAAF-sanctioned premier global track and field circuit, with 14+ annual meetings across Europe, Asia, and the US. ATHLOS competes directly in the same product category (premium track and field events) with comparable athletes, though with a women-only and entertainment-forward positioning.
• Prefontaine Classic: The flagship standalone US track and field event at Hayward Field, Eugene. Operates as a single elite meet, similar to ATHLOS's NYC event, and is widely recognized as the premier US track event — competing directly for audience attention and sponsor dollars.
• World Athletics Continental Tour: Sanctioned satellite track and field circuit under World Athletics with multiple global meets. ATHLOS operates outside this sanctioning framework but competes for the same audience, athletes, and sponsor share at the upper tier of the global track calendar.

Emerging players

• Premier Lacrosse League: Tour-based professional sports league using a multi-city event format. PLL shares ATHLOS's strategy of premium production, traveling tour format, and trying to build a sports property from scratch in a niche individual sport.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks7 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about ATHLOS