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How is swimming ranked among other popular Olympic sports in terms of media coverage and sponsorship deals?

Rocco Storm

Swimming is undoubtedly one of the most popular Olympic sports, alongside basketball, athletics, and gymnastics. However, its ranking in terms of media coverage and sponsorship deals may vary depending on the country, audience, and competition level.

In the United States, for example, swimming has always been a star attraction during the Olympic Games. Not only because of the country's impressive record in the discipline but also due to the charismatic personalities and rivalries that have emerged over the years. Michael Phelps, Ryan Lochte, and Katie Ledecky are just a few of the athletes that have captured the attention of the American public, media outlets, and sponsors with their achievements and stories. In fact, during the 2016 Rio Olympics, swimming accounted for around one-third of the total television viewership, and NBC paid more than $1 billion for the broadcasting rights of the Games, a substantial amount of which went to swimming-related programming.

Similarly, in Australia, another swimming powerhouse, the sport also enjoys significant media coverage, especially during the long course or world championships events. Swimming Australia has secured multi-million dollar deals with companies such as Optus, Speedo, and Hancock Prospecting, which have provided financial and technical support for the athletes and facilities. Moreover, the Australian Swimming Trials are one of the most-watched sporting events of the year, drawing more than 2 million viewers across different platforms.

In contrast, in some European countries, swimming may get less attention and funding than other sports, such as soccer or cycling. This could be because of the lack of high-profile swimmers or medals for the country in recent years, or the dominance of other sports in the national culture. For instance, in Spain, swimming is generally regarded as a minor sport, despite producing some exceptional athletes such as Mireia Belmonte or Ona Carbonell. The media only covers swimming events during the Olympics or major competitions, and sponsorship deals are scarce, compared to other sports. Nonetheless, the Royal Spanish Swimming Federation has been making efforts to promote the sport and attract more support from the government and private sector, by organizing championships, clinics, and social media campaigns.

To conclude, swimming has a prominent place in the pantheon of sports, and its ranking in terms of media coverage and sponsorship deals may fluctuate depending on various factors. Nevertheless, it is undeniable that swimming has inspired and captivated millions of fans worldwide, with its speed, endurance, and grace. Whether it's the Olympic Games, the world championships, or local competitions, swimming will surely continue to make a splash in the sports world for years to come.