Swimming Olympic Trials Dive Bar presented by Bulleit Frontier Whiskey
The 7th Annual Awards
- Most Creative Partnership
ABOUT THIS ENTRY
The Dive Bar, presented by Bulleit Frontier Whiskey, located beneath the Olympic Trials competition pool, was created to combine historical significance, innovative fan engagement, and meaningful brand activation, aligning with USA Swimming’s goal of elevating the 2024 U.S. Olympic Team Trials - Swimming. A key objective was to create a bespoke VIP fan experience while reinforcing Bulleit’s commitment to sustainability by connecting it to the Olympic Trials’ Sustainability Story. The innovative treatment and return of nearly two million gallons of water sourced from the White River served as a central narrative.
The Dive Bar sets a new benchmark by redefining VIP activations at sports events. This activation inspires the industry by showing how creativity and thoughtful design can elevate fan engagement, deepen sponsor relationships, and set a new standard for innovation in sporting events.
How does this represent "Excellence in Engagement"?
The Dive Bar sets a new benchmark by redefining VIP activations at sports events. Creating a space beneath the competition pool with live underwater feeds introduced an innovative way to immerse fans in the action. The prohibition-themed design and historical storytelling blended tradition with modern fan experiences, demonstrating how events can honor legacy while remaining forward-thinking. Including sponsor-hosted experiences, like Natalie Coughlin’s wine tasting, highlighted the power of combining exclusive access with brand partnerships. Additionally, the “secret” passageway and behind-the-scenes access offered fans a rare glimpse into event operations, enhancing the value of their experience. This activation inspires the industry by showing how creativity and thoughtful design can elevate fan engagement, deepen sponsor relationships, and set a new standard for innovation in sporting events.
Objective
The Dive Bar, presented by Bulleit Frontier Whiskey, was created to combine historical significance, innovative fan engagement, and meaningful brand activation, aligning with USA Swimming’s goal of elevating the 2024 U.S. Olympic Team Trials - Swimming. Located beneath the competition pool in Lucas Oil Stadium, this first-of-its-kind space leveraged the event's historical connection to Indianapolis, where the 1924 Olympic Trials were held, and the upcoming journey to Paris, marking 100 years since that milestone.
As the presenting partner of the Dive Bar, Bulleit Frontier Whiskey sought to align the activation with its values of sustainability and hospitality. A key objective was to create a bespoke VIP fan experience while reinforcing Bulleit’s commitment to sustainability by connecting it to the Olympic Trials’ Sustainability Story. The innovative treatment and return of nearly two million gallons of water sourced from the White River served as a central narrative.
The Dive Bar provided a unique platform to engage VIP fans through prohibition-era decor, live underwater feeds, custom cocktails, and exclusive events such as wine tasting. These elements allowed Bulleit to showcase its products, foster new consumer relationships, and integrate brand storytelling seamlessly into a world-class sporting event.
Strategy & Execution
The Dive Bar was designed to cater to modern sports fans by emphasizing exclusivity and innovation. Built under the competition pool, the venue created a once-in-a-lifetime experience with live feeds directly from the underwater camera system, allowing fans to feel intimately connected to the action. The prohibition-themed decor blended nostalgia with a premium atmosphere, appealing to fans who value cultural and historical storytelling. Access via a “secret” passageway added an element of exclusivity and intrigue that modern fans crave. Additionally, the focus on interactive sponsor engagement—such as personalized cocktails and events—highlighted the Dive Bar’s appeal to fans seeking meaningful, curated experiences beyond the competition itself to meet the expectations of modern sports fans seeking premium and meaningful engagement.
Organizations
- USA Swimming
- Diageo (Bulleit)
Credits
Shana Ferguson
COO & Interim CEO
USA Swimming
Matt Lupton
Senior Director, Creative & Productions
USA Swimming
Natalie Elzinga
Manager, Studio
USA Swimming
Jim Fox
Director, Partnerships
USA Swimming
Ellison Elledge
Senior Manager, Partnership Marketing
USA Swimming
Caitlin Whiteside
Manager, Partnership Marketing
USA Swimming
Paula D'Amico
Executive Administrative Assistant and VIP Hospitality Coordinator
USA Swimming
Mike Karnuta
Chief Development Officer
Indiana Sports Corp
Craig Lippincott
Vice President - Business Development
Indiana Sports Corp
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
