Brent Nowicki: The World Aquatics Rebrand and World Championships Pivot

SportsTravel Podcast

One of the biggest sports in each Olympic Summer Games is swimming, which has been part of the Olympic program since 1896. But what casual fans of swimming may not realize is that the sport’s international governing body, World Aquatics, also oversees water polo, diving, artistic swimming, open water swimming and high diving throughout the world. The international federation has been around for decades but recently underwent a dramatic rebranding from FINA to World Aquatics.

One of the leaders of the federation is American Brent Nowicki, who has been executive director at World Aquatics since June 2021 after spending more than eight years at the Court of Arbitration for Sport. SportsTravel Managing Editor Matt Traub talked with Nowicki recently about the organization’s rebranding, the international scene especially in a time of turmoil in the Ukraine, the importance of the U.S. market five years out from the Los Angeles Games and how growing up in Buffalo has shaped his work ethic as an international sports executive based in Switzerland.

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