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Sophia Klein
Swimming Australia Renews Partnership with arena Through LA 2028
Swimming Australia has extended its partnership with arena, making it the official swimwear brand through the 2028 Olympic Games. This collaboration stems from a relationship formed after the 2016 Olympics, having continued through various major events. Arena’s endorsement supports established and rising stars within Australian swimming amid uncertainties concerning its partnership with USA Swimming.
Swimming Australia has officially announced a four-year extension of its partnership with arena, positioning the renowned swimwear brand as the official sponsor for Australian swimmers through the 2028 Olympic and Paralympic Games in Los Angeles. This collaboration, which commenced after the 2016 Rio Olympics, continues after successful engagements during the Tokyo 2020 and Paris 2024 Olympics.
Following the hiatus of Swimming Australia’s previous agreement with Speedo, arena was officially designated as the swimwear brand on January 1, 2017. Their initial contract was extended in March 2022, further securing arena’s role through December 2024. It is important to acknowledge that Australian swimmers are permitted to wear and endorse their individual sponsorships, provided they comply with specific guidelines.
Notably, the announcement included the signing of rising star Olivia Wunsch, an 18-year-old Olympic gold medalist recognized for her contribution to the women’s 4×100 freestyle relay. Wunsch expressed her excitement, stating, “I have grown up watching my idols compete in arena swimwear, so it’s a surreal feeling for me to now join the arena family.”
Jodie Hawkins, Executive General Manager of Commercial at Swimming Australia, commented on the significance of arena’s support for the athletes. She affirmed that arena has become synonymous with the success of the Dolphins team, highlighting the organization’s influence on swimmers’ achievements in international competitions.
The extension of this partnership aligns with arena’s strategy amidst uncertainty at USA Swimming, which is yet to renew its contract with the brand. USA Swimming is currently in search of a CEO, potentially impacting arena’s marketing efforts in the United States. Peter Graschi, CEO of arena, emphasized the importance of supporting the Australian swim team, stating that, “It is very important for us to stand alongside the Dolphins… we are also proud to be the technical partner of a Federation that is very active in promoting swimming in a country where sport is not just a way to stay in shape, but it’s a true lifestyle.”
The partnership extension between Swimming Australia and arena underscores the enduring relationship established since 2016, reinforcing arena’s position as a significant supporter of Australian swimming as it heads into the Los Angeles 2028 Games. The inclusion of prominent athletes such as Olivia Wunsch highlights the collaborative spirit, while the broader context of USA Swimming’s organizational transitions depicts the complexities within the swimwear sponsorship landscape.
Original Source: swimswam.com
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