American sprinter Sydney McLaughlin-Levrone was invited to the Diamond League Final set to take place in Brussels, Belgium from September 13-14 despite not running at any meeting.
McLaughlin-Levrone’s inclusion has elicited mixed reactions with a section of fans not impressed that ruled were bent to have her at the Final at the expense of other athletes who have been competing in the Diamond League.
The Olympics 400m hurdles champion received a wild card which is reserved for four global stars (two men and as many women) at the Final and the recipients must have met certain conditions.
However, while some might not be comfortable with her inclusion, it is a masterstroke from the Diamond League organizers for a number of reasons.
McLaughlin-Levrone’s participation is set to boost the status of the final given her impressive performances at the Paris Olympics.
The 25-year-old defended her 400m hurdles title by smashing her own world record with a time of 50.37 seconds.
Besides, she also helped the USA win gold in the 4x400m relay with the fourth-fastest split time in Games history.
Her arrival in Brussels therefore boosts the ratings of the event which organizers can leverage on to attract more fans and sponsorships, hence boosting their coffers.
Diamond League meetings rarely generate huge amounts in revenue but having star athletes like McLaughlin-Levrone guarantees you eyeballs, which can be used to woo sponsors.
Every race organizer always wants the top names at their meet and they do not get better than a world record holder.
McLaughlin-Levrone’ 50.37 world record, smashed at the Paris Olympics as she won gold, was one of the biggest performances at the Games, a factor that makes her a huge draw for the Diamond League Final.
With her presence in both 400m and 200m, fans will want to watch on TV or in the stadium, hoping for another world record, which will boost the numbers for the Diamond League Final organizers.
McLaughlin-Levrone’s gold medal cannot be discounted given the high affinity sponsors and race organizers have for Olympics champions.
It is easy to sell your event when you have Olympics champions participating and although there will be some in Brussels, such as Kenya’s Faith Kipyegon, you cannot let the chance pass by if another one is ready and available.
It therefore ticks the boxes for the Diamond League Final to have an athlete who is not just a big name but also a world record holder and an Olympics champion, never mind the manner in which he or she was selected.
