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Arena renews sponsorship agreement with Swedish Swimming Federation

Tolentino, February 19, 2013 - Arena is pleased to announce the renewal of their sponsorship deal with the Swedish Swimming Federation. The three-diamond brand continues the partnership started with the SSF in 2008, extending the agreement for another four years from 2013 until 2016.

Representing a proud swimming tradition in Sweden, the SSF was founded in 1904, and was one of the founding members of FINA in 1908. With more than 330 members, the Federation focuses on promoting the sport throughout the country at all levels, and actively pursues its vision of having at least one swimming sports facility in every municipality.

"We are proud that Arena has prolonged our agreement for another four years. It provides substantial value for our Federation. Arena products are top quality and world class and Arena is a very reliable supplier. Arena listens to our needs and they are always interested to meet our demands. Together we have developed a fruitful relationship beneficial for both parties. We are looking much forward to continue wearing Arena products".- said Sven von Holst President Swedish Swimming Federation.

Swedes have distinguished themselves in the pool for as long a period as any other nation. In diving, Sweden has the third-highest Olympic medal haul overall (21) since the launch of the modern Games in 1896, and on three occasions has won all three medals in a single event – the men’s 10m platform (1908, London), and the discontinued men’s plain high diving (1912, Stockholm and 1920, Antwerp). Ulrike Knape was the most recent diving medal-winner with a gold and silver in 1972 (Munich, women’s 10m platform and 3m springboard) and a silver in 1976 (Montreal, 10m platform).

On the swimming side, there are four names that surface as the greatest in Swedish history: Arne Borg (freestyle), who broke 32 world records during the 1920s, and won the 1500m freestyle gold at the 1928 Amsterdam Olympics; Gunnar Larsson (IM), who won both 200m and 400m IM gold medals at the 1972 Olympics in Munich, and the 200m IM gold at the first official FINA World Championships in Belgrade in 1973; Lars Frölander (freestyle, butterfly), who has competed in a remarkable six consecutive Olympics from 1992-2012, winning the 100m fly in Sydney (2000), and narrowly missing qualification for the 100m fly semi-finals in London as a 38-year-old; and Therese Alshammar (freestyle, butterfly), who has broken the freestyle and butterfly world records at 50m and 100m (in LC and SC) 11 times over the span of a decade from 1999-2009, won the 50m butterfly world title in 2007 (Melbourne), and became the oldest women (at nearly 34 years) to win an individual world title when she was victorious in the 50m freestyle in Shanghai (2011). Alshammar is a member of the individually-sponsored Arena Elite Team, as is compatriot Sarah Sjöström, who stunned the world with her 100m butterfly victory at the 2009 World Championships in Rome, breaking the world record on consecutive days.

“We are really pleased to strengthen our bond with Swedish swimming through this new agreement,” said Giuseppe Musciacchio, Arena’s General Manager of Brand development. “There is a really strong tradition of swimming in Sweden, and the SSF has a long and proud history going back well over 100 years of improving the sport from the grassroots to the national level. We are obviously familiar with the stellar accomplishments and exemplary character of Therese and Sarah, and are proud to be associated with them. The agreement also consolidates our presence in Scandinavia – along with Norway and Finland – as well as Europe, where we continue to expand through agreements such as those with the Netherlands, Italy, and Bulgaria in the past 9 months.”