British Swimming is no more as Aquatics GB rebrand revealed

On the eve of the British Swimming Championships, the governing body has revealed that it is changing its name and from now on will be known as Aquatics GB.

It’s a rebrand that has been preceded by FINA becoming World Aquatics last year and LEN changing to European Aquatics just a week ago, and fits better with an organisation that covers diving, artistic swimming and water polo as well as swimming and para-swimming.

The organisation says that the change will bring with it “the start of a new strategy with a stated purpose of propelling British aquatic sport forward competitively, commercially and societally.” We will have to wait to see more of what that entails in practice, but what’s certain is that the Olympic trials will be the debut for the new appearance, being reborn as the Aquatics GB Swimming Championships.

“When the athletes dive into the London Aquatics Centre pool next Tuesday for day one of the Aquatics GB Swimming Championships, and we see the new brand all over that iconic venue, it will feel like a truly special moment.” said CEO Drew Barrand.

“The new name and brand has been created to provide a unifying platform, bringing together all of our aquatic sports and everyone involved in them unlike ever before.

“This is such an exciting moment in the history of our organisation, as we become Aquatics GB and take on a name and identity that truly reflects the variety of this National Governing Body.”