As NCAA Champs Approach, Promoting the Sport and Elevating Fan Experience a Must for Future
At the upcoming NCAA Championships, certain guarantees will unfold at the Weyerhaeuser King County Aquatic Center. At the women’s meet (March 19-22), we can count on the latest short-course spectacle from Virginia’s Gretchen Walsh. At the men’s competition (March 26-29), one of the most wide-open championship chases in recent history is anticipated.
Walsh is – simply – one of the sport’s most-electric talents and while she has more than proven her worth in the Olympic-sized pool, her short-course skill is mesmerizing. Meanwhile, the battle for the NCAA men’s title is shaping up to be a down-to-the-wire affair featuring stalwarts California and Texas, reigning champ Arizona State, an Indiana program featuring a potent diving contingent to complement a deep swim roster and a Florida squad which flashed sizzling relays at the SEC Championships.
Ultimately, both championships will be remembered for what transpires in the pool. How many records – American and NCAA – will be set during the combined eight days of action? Can Tennessee star Jordan Crooks again crack the 18-second barrier in the 50-yard freestyle? What other barrier-breaking performances will we see?
The hope is that the focus of both weeks will be on what takes place between the lane lines. The athletes deserve that attention, plaudits for the work they have logged over the past several months. Yet, the future of the sport at the collegiate level is at a crossroads, and that storyline will undoubtedly be a topic on deck.
The landscape of college sports in the United States has vastly shifted in the past year, with the transfer portal offering a Wild West pursuit of available talent and Name, Image, and Likeness (NIL) bringing a professional element to an arena that was once considered amateur. The implementation of roster caps will force programs to make cuts, leading to the premature end of careers or athlete decisions to move to another school.
In a stopwatch sport like swimming, the handling of roster caps will be black and white in nature. Where skill sets in baseball, soccer and wrestling can be subjective, the clock doesn’t lie. Coaches have been assessing numbers for some time.
Given these various changes, self-advocacy has never been more important for the sport as it is today. Non-revenue sports are in a position where they must demonstrate their value, or subject themselves to the potential hatchet of athletic directors, who are seeking to save money in every way imaginable – and that includes program elimination. Rumors abound that several programs are in jeopardy, and Cal Poly just felt the axe.
While college programs play a prominent role in the development of future Olympians for the United States (and other nations), that influence is not going to fend off – in dire moments – the decision to cut a program. Rather, enhanced interest in swimming must continue to be emphasized, as we’ve seen at several meets during the 2024-25 campaign.
When Texas welcomed Virginia, Arizona State and North Carolina State to the Jamail Swim Center for a quad meet featuring some of the best programs in the country, the promotional aspect of the competition was a key. Sure, there was top-rate racing, which is expected when many top athletes gather in one location. At the same time, a crowd of more than 2,000 was attracted, music, pro races and a festive atmosphere all having an influence.
Moves in this direction must remain the norm.
Fans must be presented with an environment that engages and screams fun. Pull fans from the stands and let them race during a break. Utilize a Minor League Baseball approach, one where the fan experience is paramount. Play games. Engage in trivia. Provide freebies! Who doesn’t like a giveaway?
“As we look to the future, the best thing we can do is evolve,” said Samantha Barany, the Executive Director of the College Swimming Coaches Association of America. “For too long, we’ve approached the college sport and season the same way. Thinking new and moving forward with purpose is mission-critical. Being great partners with athletic directors, university presidents, and our communities is at the heart of this evolution. While we may not always have the ability to prevent budget cuts – those decisions often come with many layers – we can focus on spending smarter and finding innovative ways to generate income.”
And so, the sport moves forward with a sense of urgency. At this next NCAA Champs, let’s appreciate what the athletes deliver in the pool, but look ahead to the future – and ways to make the sport more engaging and sustainable.