Arena signs sponsorship deal with USA Swimming

By

Sarah Ahssen

Published
Dec 18, 2012

After signing a deal in November with the Royal Dutch Swimming Federation, KZNB, Arena has signed an 8-year sponsorship agreement with USA Swimming, the national governing body for competitive swimming.

The deal will take effect from January 1st and will mean that Arena, the swimming specialist, will be the exclusive sponsor of the U.S. national team’s uniform and will additionally sponsor the USA Swimming's Grand Prix series.

The deal marks an important contract for Arena - whose global revenue is around 100 million euros – since the brand is said to have seen a 10% in licensing deals following the London 2012 Olympic Games. The number of medals bought home by the USA national swim team has supposedly upped interest in the 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 U.S., the most important market in the world of swimming," Arena chief executive officer Cristiano Portas said.

Arena - who opened a North American subsidiary in Portland in 2010 – will support the USA swimming foundation that help teach children how to swim through its “Make a Splash” programme and will also benefit from the rights to distribute the USA Swimming brand globally.

Important to note as well, that USA Swimming are able, for the first time, to partner with more than one brand.