FINA's new marketing strategy draws complaints

INDIANAPOLIS (AP) -- Swimmers at this week's World Short Course Championships have an additional requirement beyond their usual pre-race routines: make sure they don't doff their warmup attire -- including their identifying bib -- until just before the start.

The new rule is mandated by swimming's world governing body FINA, so TV cameras can show the new bibs bearing identifying numbers, FINA's logo and sponsor names.

"I guess it's not about the athletes," American swimmer Brendan 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.

The concept isn't unique. Competitors in athletics 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.

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 FINA's desire for more exposure, publicity and therefore fans, 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."

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."