I pulled this paragraph off the Wasserman Media Group site:
"... WASSERMAN MEDIA GROUP FORMS LANDMARK MARKETING AND PROGRAMMING PARTNERSHIPS WITH USA GYMNASTICS, USA SWIMMING, AND USA TRACK & FIELD
WMG’s technology, market savvy, and capital investment will help us build something new and provide a comprehensive platform to members, fans, and corporate partners. This combined effort will allow us to create resources that promote our brands, programs, athletes, and events, and serve the passions of those who care about these sports on a daily basis,” said Steve Penny, President, USA Gymnastics. ..." [Link]
It's all marketing-speak. Everything I read about the Wasserman Media Group and USA swimming deal is usually nothing more than cleverly packaged phrases with no specifics whatsoever.
What programming rights does USA Swimming control which allows them to do a programming partnership? They don't own the swimmers and they do not own the pools. If they were a union or an organization like the NFL or MLB I could understand but they are nothing more than a non-profit non-governmental body. What programming rights do they dictate? This is not a rhetorical question.