The world governing body of swimming, FINA, has made the decision to formally change its name to World Aquatics.
To some this may sound familiar. In October 2020, World Triathlon officially changed its name from the International Triathlon Union (ITU) to its current moniker. Likewise, the International Association of Athletics Federations (IAAF) became World Athletics in 2019.
On one level, the name of the global governing body is not a particularly important shift. The change is largely administrative and, on paper at least, does not do a great deal.
On the other hand, there is indication that governing bodies believe such name changes can provide impetus to the sport. When World Triathlon changed its name, its president, Marisol Casado, said “it represents everything we stand for; innovation, ambition, collaboration”.
At first glance, it may be hard to say that a name change is a particularly innovative or ambitious move.
However, there are certain different logics behind it.
There are perhaps two key changes that the new names have brought World Triathlon and will bring to World Aquatics.
The first is inclusion. FINA’s current president has recognised that the name FINA (with the “N” standing for natation) refers only to swimming and therefore excludes other aquatic disciplines. The change will therefore bring water polo, diving, open water, and synchronised swimming more clearly under the World Aquatics banner.
There is a limited extent to which this was applicable with the change to World Triathlon. After all. the name does not open up to multisport to any greater extent than the ITU did.
That being said, the second key change of the new name is certainly applicable to World Triathlon.
The new names of both World Triathlon and World Aquatics are neater and more easily packaged. There is a degree to which the fingerprints of external consulting can be detected in the moves as the names have become shorter, more clinical and more accessible for partners outside of the sport. The re-branding is thus almost entirely commercial.
It is certainly easier for sponsors and partners to connect themselves with a governing body that has a simple name. The International Triathlon Union was a little garbled and it was not immediately clear outside of triathlon circles what ITU stood for. By contrast, World Triathlon comes across as sleeker, almost more professional.
With a tidier brand, it may be easier to generate external sponsorship revenue. The WTCS, for example, is heavily dependant on such sponsorship.
Once it completes its change to World Aquatics, it is fair to expect the newly branded governing body in swimming to push its new appeal to sponsors.
There is also a cynical response to all of this that calls the name changes ephemeral. Beyond the name, nothing in the sport actually changes and the re-branding is almost entirely superficial. That is definitely a fair take.
Nevertheless, it should equally be acknowledged that elite sport needs money to survive and sometimes changing the packaging of the product is the best way to bring more money into it.
Beneath the corporate language, there are good intentions to help the sport grow.
So if you happen to be the president of a world governing body, you might just want to consider adding “World” to your sport’s name.
