Arena has landed an eight year sponsorship agreement with USA Swimming, America’s national governing body for the sport.
The deal means that from January Arena will be the exclusive sponsor of the US national team, exclusive title sponsor of USA Swimming’s annual Grand Prix Series, play a key supporting role in the USA Swimming Foundation and its Make a Splash water safety initiative, and enjoy worldwide merchandising rights for the USA Swimming brand.
“Based on our international success over the past decade, it was time for us to target one of the most ambitious projects in our history – to be a leading player in the US, the most important market in the world of swimming,” says Arena CEO Cristiano Portas.
“USA Swimming is an organisation that excels both in and out of the pool and is a leader worldwide in advancing the sport.
“We are immensely proud to partner with them because we share their vision, passion and determination.”
Swimming is growing in popularity in America.
A 10 per cent growth in membership was projected after London 2012 and there have been record attendances and TV ratings for the US Olympic trials – not forgetting the highest medal tally of any swimming country in Olympic Games history.
“Arena shares our vision of growing participation in the sport at the grassroots level and recognising the top athletes in the country,” says USA Swimming chief marketing officer Matt Farrell.
“Exciting things are in store to grow the Grand Prix Series like never before with more support than ever for the top athletes.”