In a season that saw TYR, of the US become the kit sponsor of Germany, land of adidas, USA Swimming has its own international web to boast when it comes to propping up its balance sheet: Bavaria's famous car make is now the "Official Mobility Partner" of the world's No1 swim nation and most successful federation.
In a six-year deal announced today in New York, BMW have signed up to a "visibility" deal at all USA Swimming’s premier national events, including the much-anticipated ConocoPhillips USA Swimming National Championships and Mutual of Omaha Pan Pacific Pan Pacific Championships.
"We are proud to welcome BMW to our corporate partner family," said Chuck Wielgus, USA Swimming executive director. "The partnership represents a natural fit between two organizations that strive for excellence in performance and success on an international stage."
Along with national broadcast exposure at USA Swimming’s elite events, BMW will have opportunities to reach USA Swimming’s grassroots membership through email marketing, web site activation and local events including the 'Splash Bash' recruiting parties held in hundreds of cities annually. The partnership also opens the door for potential collaboration between BMW’s engineers and USA Swimming’s sports science department, the federation added. Swim suits modelled on supercharged lederhosen are not anticipated.
The sponsorship forms part of a cooperative effort with the US Olympic Committee and extends to Bobsled & Skeleton, Speedskating and Track & Field. Clever Bavarians. Shame it doesn't apply back home, the DSV may well be thinking to itself - but then it doesn't take quite so much effort to sell a BMW in Germany, perhaps.
