USA Swimming Network
The 7th Annual Awards
- Best TV or Streaming Experience
ABOUT THIS ENTRY
The USA Swimming Network was created to transform how fans engage with swimming by providing a centralized platform for all live and on-demand (VOD) content. It is the first of its kind across US Olympic sports. This free, accessible platform aims to deepen engagement with current members while broadening the sport’s appeal to potential new fans.
The USA Swimming Network sets new benchmarks in fan engagement by establishing a groundbreaking model for National Governing Body (NGB)-managed content platforms. By consolidating all swimming-related content into a single, user-friendly location, the Network simplifies content consumption, ensuring fans can easily access live events, historical footage, athlete profiles, training tips, and lifestyle content.
How does this represent "Excellence in Engagement"?
The USA Swimming Network sets new benchmarks in fan engagement by establishing a groundbreaking model for National Governing Body (NGB)-managed content platforms. By consolidating all swimming-related content into a single, user-friendly location, the Network simplifies content consumption, ensuring fans can easily access live events, historical footage, athlete profiles, training tips, and lifestyle content. This centralized approach not only enhances the fan experience but also creates a self-managed revenue driver for the organization.
The platform’s streamlined calls-to-action (CTAs) encourage fans to learn more about the sport, fostering greater engagement and driving membership recruitment and retention. By providing a direct link between content consumption and participation, the Network builds a stronger, more connected community around the sport.
Additionally, the Network sets a new industry standard by enabling real-time data collection on fan behavior. Insights into the most popular trends, content, and athletes allow USA Swimming to tailor its offerings, maximize fan engagement, and inform strategic decisions about future programming and partnerships. This innovative approach inspires the broader sports industry by demonstrating how NGBs can leverage digital platforms to deepen fan relationships, generate revenue, and grow their sport, setting the stage for a more personalized and impactful fan experience.
Objective
The USA Swimming Network was created to transform how fans engage with swimming by providing a centralized platform for all live and on-demand (VOD) content. It is the first of its kind across US Olympic sports. This free, accessible platform aims to deepen engagement with current members while broadening the sport’s appeal to potential new fans. The Network leverages a customizable video platform to deliver unique sponsor assets and branded deliverables, offering seamless opportunities for partnerships. It ensures easy access to swimming content across all devices, including connected TV apps, mobile apps, and desktops, enhancing the viewing experience for fans everywhere.
A major goal was digitizing decades of historical race footage to preserve and archive the sport’s rich history. This effort ensures fans and future generations can access aging competition footage in a modern, organized format. Additionally, the platform supports content creators, providing a dedicated space to engage core swimming fans and promote athlete storytelling and lifestyle content, expanding the sport’s narrative. By integrating innovative technology and offering unparalleled access to swimming content, the USA Swimming Network elevates the viewing experience while solidifying its role as a key driver of engagement and growth for the sport.
Strategy & Execution
The USA Swimming Network was designed to modernize the sport and cater to savvy sports fans by prioritizing accessibility, flexibility, and a rich, diverse content experience. Affordability was a key focus, as the platform is free to all users, removing barriers to entry for fans of all backgrounds. Flexibility was another cornerstone, with content accessible across various devices, including connected TV apps, mobile apps, and desktops, ensuring fans can engage with swimming content whenever and wherever they choose. The platform offers an ad-free environment, providing an uninterrupted viewing experience tailored to fans who value seamless consumption of their favorite content.
To meet the varying interests of modern audiences, the network delivers a broad range of programming. Fans can watch live competitions, explore digitized historical race footage, dive into athlete profiles, pick up training tips, and enjoy lifestyle content that brings them closer to the personalities and stories behind the sport.
Organizations
- USA Swimming
Links
Credits
Mollie Linnes
Manager, Marketing
USA Swimming
Jacob Grosser
Managing Director, Marketing & Communications
USA Swimming
Mariah Carnahan
Front End Developer
USA Swimming
Matt Lupton
Senior Director, Creative & Productions
USA Swimming
Will Brethauer
Manager, Content
USA Swimming
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.
