After many years and several sponsors who gratefully came and then went, the National Swimming League survived 2008 without a sponsor and negotiations with ARENA resulted in a three year sponsorship deal which ensured that the League could continue. Arena was The National Swimming Leagues lifeline. The League became known immediately as The National Arena Swimming League.
Not only did Arena’s sponsorship include funding for the six league currently in existence, East Midlands, London, North West, South, Western and West Midlands, but funding also for the National Finals. Additionally Arena ensured that the Finals had complete branding and new trophies, keepers, bannerettes and prizes – all of which raised the standard of the events. The North East League was also resurrected, with the surge of interest in the League, owing to the new sponsors. Arena recognised the increased interest by increasing the sponsorship funding, above the agreed contact, for the remaining term of the contract. Arena is based in Italy, but their agents in the UK are Solosport Ltd, based in Sedburgh, and our day-to-day contact is through them. The Directors of the company are very hands-on and supportive to the League.
Within the terms of the sponsorship contract, early negotiations took place to renew the contract for a further three year period. This has resulted in an enhanced package through to 2015.
There are currently 400 teams participating in the three rounds, October, November and December, with the Finals in March/April. The B Final now takes place on the Saturday and the Cup Final on Sunday eliminating the need for clubs to have an overnight stay, and thus saving them precious funds. Splitting the two finals, although benefiting the clubs, has increased the cost to the League, but this has been possible because of the generosity of ARENA.