Swimming Australia seeks Dolphins naming rights partner

Swimming Australia has accelerated a search for a new national team naming rights sponsor with hopes to assign the asset as early as April.

Swimming Australia Executive General Manager of Commercial and Marketing, Jodie Hawkins, told Sponsorship News this week that while many don’t think of swimming as a team sport, the Dolphins as a collective, is one of Australia’s favourites.

Hawkins noted that the naming rights will link to the national team for nearly four years while the Dolphins transform into the Australian Olympic team.

She noted that while the Olympics was a great platform, it only covers two weeks in each cycle. By contrast, the Dolphins deal gives the sponsor access to Olympic athletes for much longer.

Explaining that Australian swim team members make great ambassadors, Hawkins added “they have a real passion for the sport at all levels and are keen to see its participation continue to grow. As a result, they have a very intimate relationship with fans.”

With the Dolphins enjoying considerable success at the Tokyo Olympic Games in Japan and at last year’s Duel in the Pool, Hawkins said the team’s schedule over the next 18 months will see it take part in major meets leading up to the Paris 2024 Olympics and Paralympics.

The World Aquatics take place in Japan next July, followed shortly after by the World Paralympics Championships which will be in Manchester, UK before Doha hosts the World Aquatics in 2024. I addition, Australian venues will host local trials and nationals.

Hawkins believes the naming rights would be ideal for an iconic Australian brand or one that is innovative and keen to do something a little different with a major national sponsorship.

She claims Swimming Australia is very technology focused and intuitive with its data. So, a likeminded sponsor with entrepreneurial spirit would make an ideal fit.

Sydney sports marketing agency, 360 Sport and Entertainment, is leading the search with its head, Trent Taylor, already in conversation with potential partners.

Hawkins confirmed that the Duel in the Pool swimming competition, which last year saw the Dolphins take on rivals from the USA in a variety of events, will return and hopes it will become an annual meet.

However, she predicted it was unlikely to be staged in an Olympic or Paralympic year but there is much interest and other countries could even become involved.

Last year’s Duel in the Pool attracted about 8,000 spectators and had great viewership through the Seven Plus streaming platform.

Hawkins concluded that there is an appetite to regularly see the Dolphins race as a team on home soil.

Image: Action from the 2022 Duel in the Pool.