FINA Strikes Gold With Sun Yang

We were kidding (not) when we suggested the ISL should fabricate crazy stories to get people to watch swimming.

You joke but interpersonal rivalries are $$$. If more swimmers had a little more Gary Hall Jr. to their personalities, it wouldn’t hurt the sport. Doesn’t have to be silly wrasslin’ gimmicks, but fans like it when athletes verbalize, “I’m better than him/her.” Makes us tune in.
— Mr. Dunlo (@MrDunlo) June 20, 2019

Kudos to FINA for listening and jumping on the idea before the ISL even gets an opportunity. What they have propagated over the first few days of World Championships is nothing short of remarkable. This is truly next-level marketing.

First, by rekindling the 400 Free rivalry between Chinese superstar Sun Yang and Australian Mack Horton.

Jealousy makes you ugly. #mackhorton pic.twitter.com/zf3ZgXdTW2
— Silvilla (@Andy49265023) July 21, 2019

Horton is thinking：Sunyang is my boss! I
just want to kneel to him! Horton you are a loser! Useless man! Poor man!#mackhorton pic.twitter.com/Xckv32aWRN
— Ji Wookie (@is_Wookie) July 21, 2019

Then, after Danas Rapsys wins the 200 Free, he is quickly disqualified.

Rapsys' false start moves Sun Yang into 1st place and Duncan Scott (and Marty from Russia) into 3rd place since they tied. Here's what happened next:

And then stay for the victory lap and camaraderie: pic.twitter.com/5aMSdJUi1m
— Ross Tucker (@Scienceofsport) July 23, 2019

For a quick recap, let's check in with Olympic swimmer Maddie Groves (follow her on Twitter she is funny):

Rapsys touched first but DQ’d for moving on the block. Sun elevated to gold. Duncan Scott refuses to shake his handle at the medal presentation
— Maddie Groves (@MaddieGroves_) July 23, 2019

Duncan Scott's podium protest culminates with Sun Yang verbalizing the aforementioned, “I’m better than you.”

Sun Yang to Duncan Scott: "You're a loser. I'm a winner." pic.twitter.com/W1AhD6XekV
— Nick Zaccardi (@nzaccardi) July 23, 2019

Just listen to those cheers!

🇬🇧 Duncan Scott refuses to share the podium with China’s Sun Yang for a photo moment #FINAGwangju2019 pic.twitter.com/B2BQXkn3Du
— Derrick Ntege (@derrick_ntege) July 23, 2019

The most savage part has got to be the fact that the UK & Australia can't actually watch World Championships, as they could not come to a broadcasting agreement. This is a smart move by FINA, as it heightens the suspense to actually watch the Olympics next year.

Adam Peaty just lowered his 100m breaststroke world record in a world semi final. And it wasn’t on television. Absolutely bonkers.
— James Toney (@jtoneysbeat) July 21, 2019

Totally disgusted 😡 can’t listen to any broadcast 😡😡😡 I’ll have to rely on good old twitter to let me know my sons results @adam_peaty
— Caroline Peaty (@cazliz123) July 24, 2019

This is the most exciting #swimming competition in years, and I don't just mean what's happening in the pool 😂 @Channel7 must be kicking themselves. #FINA #FINAworlds #Gwanju2019
— Tommaso D'Orsogna (@tommasodor) July 23, 2019

You might not agree with FINA's drug testing controls but you cannot deny their ability to get people to tune in on Twitter to talk about it.

Just wait until Sun Yang is cleared at his CAS hearing in September paving the way to Tokyo 2020.

Who is the cheater?
We'll see.
If Sunyang can successfully prove his innocence in the arbitration,will those haters shut up and apologize for the slander and defamation? #SunYang #Mackhorton pic.twitter.com/0iIK2kh6QZ
— riverqiner (@riverqiner) July 22, 2019

Bad guys are essential...

Like it or not, sport loves a villain and swimming has found one. #FINAGwangju2019 pic.twitter.com/0GTiYlSpVB
— Rowdy Gaines (@RowdyGaines) July 23, 2019

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