Swimming Canada has taken a historic step in modernizing athlete endorsement opportunities thanks to a partnership with Red Bull Canada.
The first visible way the partnership will come to life is through brand placement on individual national team uniform. Swimming Canada will become the first national swimming federation to empower all individual athletes to include a commercial brand on their national team uniform as part of a formal NIL (Name, Image, and Likeness) endorsement agreement.
This groundbreaking move was unlocked through a tri-party collaboration between Swimming Canada, global performance brand Red Bull Canada, and Olympic and world champion Summer McIntosh.
“This is a pivotal moment for Canadian swimming,” said Swimming Canada CEO Suzanne Paulins. “Summer and Red Bull Canada have been extremely collaborative in encouraging the federation to think differently about how we support our athletes commercially. This supports the growth and spotlight on Canadian swimming globally and we are excited to offer this opportunity to all national team swimmers in both the Olympic and Paralympic Programs.”
Red Bull Canada will also look to integrate with Swimming Canada initiatives in ways that are authentic to its global brand, including exclusive national team education and support – while also unlocking premium assets that expand Red Bull Canada’s footprint and deepen engagement with athletes and fans at national swimming events.
“We’re proud to welcome Red Bull Canada as the newest partner of Swimming Canada through a four-year agreement kicking off with the 2025 Bell Canadian Swimming Trials,” said Marketing Director Alan Raphael. “Red Bull Canada challenges the norm in every space they enter, and we’re excited to work together to elevate Canadian swimming in bold, innovative ways.”
Swimming Canada, athlete agents and representatives are already in conversation with leading global brands, drawn by the chance to participate in this first-of-its-kind model.
The process allows brands to unlock the right to place their logo on a national team uniform through a licensing fee to Swimming Canada. The endorsement value of the placement itself is then negotiated and commercialized directly by the athlete and their representation. Brands can also choose to amplify their partnership through incremental investment in other Swimming Canada marketing channels, including digital content, grassroots programming, and event activations.
Beginning at this year’s Bell Canadian Swimming Trials, set for Saturday through Thursday in Victoria, Swimming Canada will implement a formal approval process to manage all branding requests in line with World Aquatics regulations.
This commercial evolution is part of a broader strategy to grow the sport and offset rising event delivery costs through strategic partnerships. Swimming Canada encourages brands, agents, and athletes to engage with the federation as part of this exciting new chapter.
“This shift supports the growth and global spotlight on Canadian swimming,” said Kyle Johnston, Senior Manager, Marketing. “We’re exploring all commercial growth opportunities, and this is an important first step – unlocking new rights that directly support our athletes and position Swimming Canada as a bridge between brands and the broader swimming community.”
For further information, contact kjohnston@swimming.ca
For media inquiries, contact Nathan White at nwhite@swimming.ca