Swimmers Complain About FINA's Marketing

INDIANAPOLIS (AP) _ American Brendan Hansen is unhappy that he's had to change his usual prerace routine at this week's World Short Course Championships. <br/><br/>Instead of parading to the pool

Saturday, October 9th 2004, 2:58 pm

By: News On 6

INDIANAPOLIS (AP) _ American Brendan Hansen is unhappy that he's had to change his usual prerace routine at this week's World Short Course Championships.

Instead of parading to the pool deck and quickly taking off his warmup clothes to stretch, he must now keep his sweats on through introductions. That's so TV cameras can show his new bib bearing identifying numbers, the logo of swimming's international governing body and, of course, sponsor names.

``I guess it's not about the athletes,'' Hansen said. ``It's more about the sponsors and it's not right.''

This is the first time FINA, the sport's governing body, has used the bibs that stretch across the chest of swimmers' outfits.

There's a one-word explanation for the new policy: Marketing.

But the concept isn't unique. Track and field athletes have worn similar bibs for years, and FINA officials say it's not just about promoting the sport's sponsors. They hope the policy will lead to more revenue and exposure for the sport.

``When you go around the world, no one knows who FINA is,'' executive director Cornel Marculescu said. ``There will also be a swimmer's number and one sponsor. It's a new marketing strategy.''

Swimmers only wear the bibs at the night sessions, when finals and semifinals are contested, and also must wear them during medal ceremonies. If the bibs are removed prematurely, swimmers can be disqualified.

Sponsorship has become big business in Olympic sports.

Omega, FINA's official timing company, has its logo displayed at the end of each lane in Indianapolis' competition pool and is prominent when swimmers make turns. The pool deck also is covered with signs from seven different sponsors and FINA. And the governing body's flag was raised above the pool during opening ceremonies for the five-day event that is being held in the United States for the first time.

Swimmers also have benefited from corporate money, which has helped bankroll longer careers.

Some understand the dilemma FINA faces in trying to attract more fans to a sport that takes center stage at the Olympics but otherwise struggles for publicity.

But some swimmers are balking at the concept.

Hansen, winner of three Olympic medals in Athens, complains the new instructions have affected his preparation for races. And Jenny Thompson, the most decorated American swimmer in Olympic history, believes it's inappropriate to ask athletes to become, essentially, walking billboards.

``I do have an issue with it,'' she said. ``I think it's a little invasive. It's a little much to have athletes wear it on their person. The sponsors are all around the pool.''

Neil Walker, who won one gold and one silver medal with the U.S. team in Athens, doesn't seem to mind but acknowledged it has become a topic of conversation among athletes this week.

By raising more money, Walker said, FINA could help cover more travel costs for events such as the world championships _ an idea he supports.

``I'm not worried about it too much, but I have heard some grumbling,'' he said. ``It's a step FINA has taken to try and get more sponsorship money.''

FINA officials have not indicated if the bibs are here to stay and appears willing to listen the swimmers.

``If there needs to be corrections, we can correct,'' FINA president Mustapha Larfaoui said.

The question is whether competitors will ever accept the bibs as part of their regular uniform.

``I'm the kind of person who has a certain routine,'' Hansen said. ``And now we have to keep these things on. It's a little hard to adjust.''