World swimming body aims for more integrity, better marketing

BARRIER TO PROGRESS: a Report notes “the lack of relationships with athletes” was a barrier to producing more digital content which was key to FINA’s future strategy.

Acknowledging its poor or non-existent relations with athletes, world swimming body FINA has detailed plans to reform itself aiming to win back trust and better promote the sport.

Priorities include creating an independent integrity unit modeled on track and field’s to end the system of in-house handling of doping cases.