USA Swimming Hires Impression As Sponsorship Sales Agency

USA Swimming has hired Denver-based Impression Sports & Entertainment as its exclusive sponsorship sales agency, its first dedicated third-party sales partner since '97. USAS CMO Matt Farrell said the organization decided to involve Impression in part because of the opportunity afforded by successive summer Olympics in Tokyo and Paris leading into LA '28, and the growing list of sponsorship assets the NGB can offer as it builds a content-production division. USAS also hopes Impression can help develop deals with more youth- and family-focused brands that would be attracted to grassroots swimming. Farrell: “We felt we wanted some more boots on the ground in terms of door-opening." Impression will share a percentage of successful sales.

Impression CEO Chris Foy first developed a relationship with USA Swimming President & CEO Tim Hinchey while Hinchey was Rapids President, helping negotiate Ciao Telecom and Transamerica’s jersey sponsorship. See a full list of USA Swimming partners.