New USA Track & Field CEO Craig Masback wrote a piece
for SPORTS ILLUSTRATED's "Point After" section outlining his
"plan to take track and field to a new golden era."
Masback: "First we need to marshal our assets, which are
substantial. The federal law requiring that USA Track &
Field serve the needs of every runner, race walker, and
track and field athlete in America isn't a burden, it's an
opportunity." Masback calls the "impressive" number of
participants a "marketer's dream." Masback's second point
was the "need to present ourselves better. Thanks mostly to
the NBA, fans expect to be entertained when they attend
sports events. Many track meets are boring." Masback cites
the need to cut the time between races, hold meets in
smaller facilities "to help spectators get a better sense of
the athletes' power and grace," and create events where the
U.S. team takes on other teams. Masback's third point was
the "need to reeducate the public and media about the sport.
By creating defined seasons, track can have a more coherent
presence on the sports scene. Of course, TV exposure is
key." Masback adds the need to position athletes as "role
models," and the need to "tackle the drug issue," by
reviewing the "comprehensive testing program" (SI, 7/28).
