In this exclusive Q&A, Swimming World Publisher Jack Hallahan speaks with TYR CEO Matt DiLorenzo about the company’s landmark partnership with World Aquatics, the evolving structure of swimming, and where storytelling, sprint formats, and NIL intersect in shaping the sport’s future.
For more on NCAA activity surrounding Olympic Sports, see this recent story
A Partnership Years in the Making
Ahead of the World Aquatics Championships – Singapore 2025, World Aquatics announce an exclusive, multi-year collaboration with leading global swimwear and equipment brand TYR.
Jack Hallahan: TYR is now the exclusive global supplier for World Aquatics through 2029, with the partnership kicking off at the World Championships in Singapore. Who initiated the partnership — and why was now the right moment?
Matt DiLorenzo: There had been mutual conversations for a long time, but post-Olympics, it really gained momentum. They were proactive, and their vision aligned with ours. It just made sense. We had great discussions with Brent Nowicki, Mike Unger, and others at World Aquatics. Our European team was also very involved. It all came together early this year.
Expanding Sprint Formats and Athlete Opportunity
Hallahan: World Aquatics is expanding sprint formats — new 50s, knockout rounds, more action. How does TYR see this impacting the sport and your athlete roster?
DiLorenzo: It’s great for the sport. These are exciting events — they bring energy and media attention. Sprint formats help extend careers and open more Olympic pathways. From a product standpoint, we continue to innovate for sprinters. And with more focus on dryland and power training, our CXT line becomes even more relevant.
NIL, NCAA Uncertainty, and the Pyramid of Opportunity
Hallahan: Let’s talk about college swimming and NIL. The House settlement is shaking up the NCAA landscape. How do you see that affecting the sport’s development pipeline and TYR’s role in it?
DiLorenzo: It’s tough. Some athletes may benefit, but many programs could suffer. If schools cut teams, athletes lose their paths. That hurts the sport’s development pipeline. While TYR already supports USA Swimming, clubs, and many colleges, the ecosystem is at risk. Swimming won’t disappear, but its structure may look very different in a few years.
Read this article to learn more about House Settlement
Hallahan: Do you think brands like TYR can play a bigger role in stabilizing that pipeline?
DiLorenzo: We already support at many levels, but brands can’t replace institutional funding. Still, we care deeply about the system. We all have a vested interest in seeing it continue.
Making Swimming More Entertaining
Hallahan: One theme that came up in our NCAA meetings was making swimming more exciting. What’s your view on new formats or exhibition-style events?
DiLorenzo: I’m all for it. We need new formats — more tension, better storytelling. ISL tried it. Team events, 4- or 6-nation formats, duels — they all have potential. Fans relate to country and team identity. That’s powerful. We need to give them more of that outside the Olympics.
The Missing Storytelling Layer
Hallahan: Speaking of storytelling — swimming lags behind other sports in building athlete visibility. What’s missing?
DiLorenzo: We don’t tell our athletes’ stories enough. There’s no “Hard Knocks” or “Drive to Survive” for swimming. Even athletes who aren’t medalists have great stories. That’s something we want to change — more media, more content, more access. Our partnership with World Aquatics will help. And that’s also where Swimming World can play a big role — helping amplify these stories and bring more attention to the people who make the sport special.
Looking Ahead: “We’re All in”
Hallahan: We’re developing new athlete-driven media projects that bring storytelling and branded content to the forefront. Would TYR be open to first-look opportunities for integration or sponsorship tied to those efforts?
DiLorenzo: Absolutely. That kind of content is exactly where the sport needs to go. If we can help tell compelling athlete stories and align TYR with that narrative, it’s a win for everyone — fans, brands, and the athletes themselves.
With LA28 approaching and a clear alignment between vision and execution, TYR is poised to shape the next chapter of global swimming. As DiLorenzo put it, “We’re all in.”
