The swimwear company claims its status as official kit supplier to the sport's national governing body will differ from other swim brands' deals with federations, as it will use the sponsorship to target a youth audience by broadening its focus from elite swimmers to support local events.
Speedo, which replaces Diana as British Swimming's sponsor, will build on this youth focus next year via a tie-up with MTV for its 'Isle of MTV' tour. The activity will include co-branded promotions across TV break bumpers, European press ads and online activity.
The brand, which sponsors Olympic UK swimmers including Steve Parry and James Hickman as well as US star Michael Phelps and Australian Grant Hackett, is also overhauling its stores. A Covent Garden outlet opening in February will set the template for the format, which will roll out to all UK concessions later in the year.
Speedo's activity coincides with the launch of its spring/summer 2005 ranges, which include a collection by Brazilian designer Amir Slama, an 'Adrenalin' line using the latest technical fabrics and its biggest ever junior range.
Other partnerships next year include sponsorship of world swimming governing body Fina.
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