Two-time Olympic medalist Aaron Brown says over-emphasis on medals is cause for “economic strife” for athletes

Canadian sprinter Aaron Brown believes his sport needs a better business model to survive.

”Imagine a profession where you need to be a world top 10 just to begin earning a decent wage,” Brown wrote for CBC Sport’s “Player’s Own Voice” section. “That is the reality for many track and field athletes.”

Brown, who has competed in three Olympic Games and won bronze and silver medals in the 4 x 100–meter relay for Canada, first broached the topic when he tweeted, “We devalue ourselves too much as athletes in Track & Field. We have to change the game.”

The 29-year-old placed sixth in the 200-meter final in Tokyo while racing with a photo of his family under his bib. He said, “I run for Canada. I run for my fans. But most importantly, I run for my wife and son.”

He also won a silver medal in the relay, which put him in the prize money pool. However, while Team USA paid $37,500 for an individual gold medal, Canada ponied up only $16,000 for the same feat. Relay medalists receive smaller sums.

Without sponsorships, athletes could wind up losing money in an Olympic year.

Brown wrote for the CBC it is “far too common for world-class track and field athletes to go unsponsored” and that many depend on “Go Fund Me” campaigns to “chase their dreams.”

”Our over-emphasis on medals is a major cause of this economic strife,” Brown wrote. “There’s nothing wrong with medals themselves. In fact, they are meritocracy in action. Medals reward the best performers. The trouble starts when medals are the only thing that’s highlighted, the only perceived value in our sport. Reducing the sport to the absolute best of the best devalues and alienates an entire group of athletes who are one small tier below the extreme peak.”

Brown noted the blink of an eye between 9.99 and 10.00 seconds in the 100 meters might be the difference between making the podium or a national team, “which could determine your ability to pay bills for the rest of the year.”

However, the 100m is a marquee event. Athletes in other events can struggle even if they are No. 1 in their country.

Team USA race walker Robyn Stevens, who competed in Tokyo, tweeted in mid-April, “I am the definition of financial poverty yet somehow I OWE a grand in taxes. I have no home of my own. I can’t even rent. I can’t afford to have kids because I can’t even afford my own healthcare. I am #1 race walker ranked in the USA yet have ZERO income. #MakeThisMake Sense.

Many star collegiate athletes receive scholarships that take care of their housing, food and training and can also profit from the new “Name, Image and Likeness” rules.

Post-collegiate athletes, however, must pay for their own living expenses and coaching. They may receive stipends based on world rankings and can earn prize money, but for some that won’t even cover their rent.

Brown proposes “unlocking” the value of all athletes, not just the medalists.

”Track and field athletes are overdue for some innovation,” he said. “We shouldn’t rely on shoe companies and prize money to subsidize our sport. We need to shoulder some responsibility for the current state of affairs. We need to take ownership of our perceived value and manufacture more of it.”

Brown wants athletes to control their own narrative. “Know what you represent and what you want to be known for — be it a nickname, a clothing accessory, a celebratory dance, or funny social media posts. We have some of the most physically fit athletes in the world in our sport; the promotion of healthy lifestyle could broaden our reach. Attract a fanbase by letting your personality shine through. Invite the audience along on your journey.”

One of his rivals, Team USA’s Kenny Bednarek, took on the persona of “Kung-Fu Kenny” by wearing a head-tie and bowing during his introduction. Another rival, Noah Lyles of Team USA, has released rap songs and wants to be known for his creativity in addition to his speed.

Brown also cited other sports, such as pro basketball, where contract terms are public.

”When he was a free agent, LeBron James said he would not settle for less than an NBA max contract, because as the best player in the league, he sets the market for everyone else,” Brown wrote. “Where is that unifying spirit in our sport? No one knows what the next athlete makes in professional track and field. As long as contracts remain undisclosed, a fair market for athletes has no chance to form.”

He said other leagues have unions that negotiate with owners. Track and field athletes have attempted to form unions in the past, such as the “The Athletics Association” with triple jumper Christian Taylor as president and Allyson Felix on the board, but its clout has been limited.

”Pro leagues understand that the more valuable the athletes, the more valuable the product, and everyone stands to profit,” Brown wrote. “This has always been missing from our sport.

”Change won’t happen without a unified effort from the most influential athletes at the top of our profession,” he continued. “Our sport should find a way to partner with athletes, to leverage their value from a business perspective. If we can increase the overall value of our sport, it can be a viable choice for prospective athletes.”

Brown lamented the International Olympic Committee enforced restrictions during the Games that limited earning potential and said athletes can’t post videos of themselves at their biggest events because “billion-dollar conglomerates own the rights.”

”But how can we grow the sport and attract casual viewership when those moments are hidden behind memberships and paywalls?” Brown wrote. “There are real people behind the athletes, and drama and intrigue far beyond fast times and medals. …There are athletes in other sports who haven’t won at the highest level, but who are more popular than the superstars because they bring excitement — see Tim Tebow. Those individuals are rare in our sport but they have the potential to bring in audiences beyond track aficionados.”

Brown also wants to tap into more fan engagement, like fantasy football does for the NFL or March Madness for college basketball.

”There are outlets talking sports 24/7, so let’s support the ones that follow track & field,” Brown wrote. “We can create our own talk too, and take matters into our own hands. Social media is only becoming more dominant.

”Winning and high performance will always rightfully remain the priority of our sport, but that doesn’t mean track and field athletes can’t find other ways to leverage their professional careers and Olympians to increase their year-round value. The races may only have one winner, but that doesn’t mean that the rest of the field has to lose.”