KINGSTON, Jamaica — Grand Slam Track has forged a partnership with Sundial Media and Technology Group (SMTG) which it says will revolutionise the way fans experience and engage with the world of track.

Together, the two companies are launching an innovative model that transforms passive viewership into dynamic community-driven interaction, turning fans into active participants in the culture, competition and storytelling of the sport.

SMTG is a human connections company and is home to iconic brands like Essence, Afropunk and Refinery29.

Making the announcement in a statement on Wednesday, Grand Slam Track said SMTG will secure strategic commercial partnerships for the 2026 season and beyond, with 10 per cent of all related sponsorship sales secured by SMTG paid directly to Grand Slam Track Racers.

It said signed racers and challengers will be featured and celebrated across SMTG’s network of media entities, publications and brands, with in-person activations at major events, and a spotlight on the biggest names in track.

“Our partnership with Grand Slam Track marks a bold expansion for Sundial Media & Technology Group into the world of sport, where over 100 years of cultural fluency and community wisdom can now fuel a new kind of playbook,” said Kirk McDonald, chief executive officer of Sundial Media & Technology Group.

He continued, “True transformation comes when competition meets community. Our new model will turn fans into co-creators, athletes into owners, and track into a stage for immersive cultural experience, all while powering athleticism through equity, access and storytelling.”

Through this new collaboration, fans will gain unparalleled access to athletes’ journeys, behind-the-scenes moments and real-time content. The partnership will centre on building a vibrant digital and real-world social ecosystem that elevates Grand Slam Track competitors, creates two-way storytelling with fans and amplifies the sport’s cultural resonance.

The partnership will also include new media platform that allows fans to co-create, share and own a piece of the narrative, and will provide exclusive behind-the-scenes access into the lives and training of athletes.

Noting that for too long, track fans have been kept at arm’s length, founder and commissioner of Grand Slam Track, Michael Johnson, said: “Grand Slam Track set out to change that, and has seen unbelievable support from all around the globe since we launched. Our pilot season has been a huge success, and we’re delighted with the tremendous response we’ve received.”

“Now, looking ahead to our 2026 season with SMTG in our corner, we’re closing that distance between fans and our racers even further, and revolutionising this sport through this incredible partnership. We’re not just building a league—we’re building a movement,” he added.