Top Australians eye commercial gains in Asia

SYDNEY, Mar 16 (Reuters) Australia's top swimmers are hoping to follow Ian Thorpe's lead into the Asian commercial market after this month's world championships in Melbourne.

Libby Lenton and Leisel Jones, who are both under the guidance of Thorpe's manager Dave Flaskas, are being groomed for marketing opportunities in Japan.

''We have been working on a strategy for Libby and Leisel to launch them both into Japan,'' Flaskas told The Australian newspaper.

''What we need now is for them to go to Japan for a period of time to work on their profiles and positioning.

''We've thought about China for them as well, but Japan is a bit easier to start with. Asia is the commercial juggernaut for swimming so we want to launch them internationally through Asia.'' Although Johnny Weismuller and Buster Crabbe both found fame in Hollywood after their swimming careers ended in the 1920s and 1930s, most swimming champions live a life of virtual anonymity once they hang up their goggles.

Thorpe was among the pioneers of the new breed of professional swimmers who transferred his phenomenal success in the pool into the commercial world, and Flaskas said there was no reason other world champions could not be successful.

''I think our best swimmers deserve to be out there,'' Flaskas said. ''Swimming has underestimated itself for too long.'' Jones and Lenton are already two of Australia's most recognisable swimmers, both won relay gold medals at the 2004 Athens Olympics and individual titles at the 2005 world championships in Montreal.

Jones is chasing a cleansweep of the 50-100-200 metres breaststroke titles as well as the medley relay at the March 17-April 1 Melbourne world championships. Lenton is defending her 50m freestyle crown and swimming as many as seven events.

REUTERS SAM SSC1407