Tyr Sports Sponsors USA Swimming's Pro Swim Series, Replacing Arena

Tyr Sports has replaced Arena as title sponsor of USA Swimming’s six-stop Pro Swim Series, three years before the rights were due to expire. Arena, which first won the rights as part of an eight-year deal in '12, wanted to reallocate its marketing budget and offered to step aside if another naming rights partner could be found, said USA Swimming CMO Matt Farrell. Tyr jumped at the chance. Both companies are already USA Swimming apparel partners along with Speedo; all three deals expire in '20. Arena and Tyr came on after the NGB took the extraordinary step in '12 of breaking up its then-exclusive apparel relationship with Speedo.