Leading Change - Queen's University 2024

Facing a stagnation in investment and interest, Track and Field in North America seeks transformative growth through the Canadian Track and Field League (CTFL), launched in 2022. With the ambition to mirror the success of leagues like the NHL and NBA, CTFL introduced a competitive format featuring four teams of 58 athletes across a six-meet season. Targeting growth in fanbase and athlete funding, CTFL's rests on four pillars: Athletes, Fans, Partnerships, and Content, each with specific goals like doubling prize money and streaming meets to broaden audience reach. Utilizing detailed data analytics, the league has called upon Paris Consulting to create a dashboard to track progress across these pillars, offering insights from athlete distribution and financials to fan engagement metrics and partnership strategies. The dashboard’s insights into athlete satisfaction and fan preferences guide CTFL's approach to digital innovation and content enhancement. By restructuring partnerships to focus on Youth, Health, and Diversity and leveraging social media for greater athlete-fan interaction, CTFL aims to revolutionize Track and Field’s presence in the digital age, fostering growth and ensuring the sport’s vibrant future in North America.