{"id":626256,"date":"2025-11-16T13:08:01","date_gmt":"2025-11-16T20:08:01","guid":{"rendered":"https:\/\/www.swimmingworldmagazine.com\/news\/?p=626256"},"modified":"2025-11-16T13:08:01","modified_gmt":"2025-11-16T20:08:01","slug":"dual-meet-fever-how-college-swimming-looks-to-promote-its-product","status":"publish","type":"post","link":"https:\/\/www.swimmingworldmagazine.com\/news\/dual-meet-fever-how-college-swimming-looks-to-promote-its-product\/","title":{"rendered":"Dual Meet Fever: How College Swimming Looks to Promote Its Product"},"content":{"rendered":"<p><strong>Dual Meet Fever: How College Swimming Looks to Promote Its Product<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">\u201cThere\u2019s no place like home.\u201d It\u2019s a common cliche, but for college athletes, it couldn\u2019t be truer. From images of the raucous crowds for LSU football games in Death Valley, to the historic fervor of Nebraska volleyball in recent years, every college athlete dreams of his\/her moment in the spotlight. But for the college swimmer, that dream has long gone unrealized.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For years, even the most elite college swim meets have struggled with attendance. The length of meets, lack of support from universities, and even the competitions themselves have long been cited as reasons for the struggles. But over the past few years, a new movement has arisen: one to make dual meets popular events.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">College swim programs across the country are experimenting with the \u201cswim meet\u201d experience, an attempt to draw crowds. The programs are looking to draw in new audiences through a fan-friendly experience, reminiscent of other well-attended college sports.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With a newfound interest in creating excitement around its competitions, programs are breaking attendance records left and right. But is the progress sustainable? We took a look at how colleges are marketing their dual meets, and how it could impact the college swimming landscape.\u00a0<\/span><\/p>\n<p><strong>Allegiance to an Audience<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">For years, college swimming has struggled to draw fans beyond parents and swimming superfans. Swimming\u2019s presence as an \u201cOlympic sport\u201d brings a negative connotation, with the sport not drawing the television audiences or rabid fanbases of sports like football and basketball. To Louisville Associate Director of Marketing Anne Burkhead, however, there remains a path to success, through creating an audience.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe\u2019ve looked to appeal to student groups, on-campus groups, and even some local swim clubs,&#8221; Burkhead said. \u201cIt\u2019s been about catering to groups who have the time to come to meets, which so often fall during the workday and midweek.\u201d<\/span><\/p>\n<p><strong>Promoting the Product<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">There are many ways to tap into this interest. But programs like Louisville have often looked to promotions directly targeted at this audience, in order to incentivize interest. Plenty of examples have existed throughout college swimming this year. LSU offered free rally towels to the first 100 fans at its dual meet against Kentucky. Alaska gave out bucket hats for its meet against Puget Sound, and Louisville offered free food for its meet against the Wildcats. Burkhead pointed to these incentives as key.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt\u2019s just about doing the smaller things that people can get connected with,\u201d she said. \u201cThat\u2019s what makes the most impact.\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some schools have gone as far as to create \u201cpromotional schedules\u201d and giveaways for their dual meets, like <\/span><a href=\"https:\/\/purduesports.com\/swim-promotions?utm_source=chatgpt.com\"><span style=\"font-weight: 400;\">Purdue<\/span><\/a><span style=\"font-weight: 400;\"> and <\/span><a href=\"https:\/\/floridagators.com\/news\/2025\/10\/8\/florida-swimming-diving-announces-2025-26-promotional-schedule\"><span style=\"font-weight: 400;\">Florida<\/span><\/a><span style=\"font-weight: 400;\">. The concept goes directly in line with successful strategies of larger, more successfully marketed sports, proven to draw interest. Through a small financial investment, the programs can mold the atmosphere they\u2019ve dreamed of.\u00a0<\/span><\/p>\n<p><strong>Flipping the Format<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">Promotions and incentives are one way to play to a crowd. But they ignore one of the biggest critiques of college swimming itself: its format. College dual meets last around 2.5- 3 hours on average, with the traditional dual meet including 16 different events.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The length can be hard for casual fans to digest, especially when combined with the scoring system. Dual meets are scored with the 9-4-3-2-1-0 system for individual events, and 11-4-2-0 system for relays, but this can be difficult to track over the course of the meet. The confusion can create a less competitive atmosphere, through an uncertainty of the meet\u2019s stakes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It\u2019s a trend that college programs have looked to buck, drawing more attention by creating more digestible competition. <\/span><a href=\"https:\/\/www.swimmingworldmagazine.com\/news\/nc-state-defeats-georgia-to-take-inaugural-dual-meet-tournament\/\"><span style=\"font-weight: 400;\">The \u201cDual Meet Tournament<\/span><\/a><span style=\"font-weight: 400;\">\u201d this past October was a prime example, with teams swimming against each other in nine-event meets, within a \u201cbracket\u201d format. The event\u2019s shorter format created more competition between the teams, largely regarded as a success.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Some teams have looked instead to make minor changes to the dual-meet format, in order to draw interest. <\/span><a href=\"https:\/\/stanforddaily.com\/2025\/11\/11\/stanford-splits-wins-in-meet-with-cal\/\"><span style=\"font-weight: 400;\">Cal and Stanford swam mixed relays at their annual \u201ctriple distance meet\u201d <\/span><\/a><span style=\"font-weight: 400;\">(50s, 100s, and 200s of every event) this year, adding a fun wrinkle to a traditional event. Little twists on the typical expectations of meets can draw in an audience, by creating excitement.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are definitely varying levels to which the meet structure is tweaked across the country, and disadvantages to such. Coaches seek to use dual meets as practice for their championship meets, the reasoning for the current structure. <\/span><\/p>\n<p><strong>Environment is Everything<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">The methods discussed have done a great job attempting to draw in attendees. What they don\u2019t factor in, however, is the need to create an enticing environment within the physical natatorium.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt\u2019s important to do different things to boost the atmosphere for the fans and the team,\u201d Burkhead said.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Associate Director pointed to the team\u2019s usage of a DJ and a live band in recent meets, as an example of elevating their product within the arena. Teams like the University of Virginia and Howard University have utilized similar tactics to create a more lively setting.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt gives (the team) something to build off of,\u201d she said. \u201cIt really makes every meet competitive.\u201d<\/span><\/p>\n<p><strong>Forecasting the Future<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">The marketability of swimming dual meets has grown significantly in recent years. To Burkhead, though, the process is just getting started.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cWe\u2019re still learning how to market these athletes in the post-NIL world,\u201d she said, referring to an issue common among all sports. With collegiate athletes able to earn revenue, it creates new opportunities, but new challenges. <\/span><span style=\"font-weight: 400;\">Growth will likely continue in the years to come, as schools adjust to the ecosystem and find ways to promote their teams. While the environments of a raucous college football game may be far away, the sport looks to close the gap.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u201cIt\u2019s different and so hard to see what people are receptive to,\u201d Burkhead said. \u201cBut we\u2019re growing with the athletes and the staff.\u201d<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dual Meet Fever: How College Swimming Looks to Promote Its Product \u201cThere\u2019s no place like home.\u201d It\u2019s a common cliche, but for college athletes, it couldn\u2019t be truer. From images<\/p>\n","protected":false},"author":146625,"featured_media":607930,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"dois","enabled":false},"version":2}},"categories":[3,6],"tags":[54392,251],"class_list":["post-626256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-featured","category-college","tag-dual-meets","tag-ncaa"],"jetpack_publicize_connections":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v24.3 (Yoast SEO v24.3) - 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