Bally’s Corporation has acquired the Association of Volleyball Professionals, the professional beach volleyball organization and host of the longest-running domestic beach volleyball tour in the United States.
Under the terms of the transaction, Bally’s acquired all of AVP’s assets with plans to leverage AVP’s distribution channels, as well as the Bally Sports Regional Sports Networks, to increase consumer engagement with and awareness of the league. The AVP Tour will kick off its 2021 season in Atlanta on August 13.
“Forming a new relationship with a trusted, forward-thinking partner like Bally’s offers the opportunity to develop a strategic roadmap that will grow the sport, expand its footprint and provide new resources to better elevate the game and its athletes,” said Donald Sun, the AVP’s former owner and CEO. “I look forward to being an integral part of the transition, focusing on the best interests of all AVP athletes, fans, staff and partners.”
The acquisition represents the latest step in Bally’s omni-channel growth and diversification strategy to gamify and incorporate interactive content into beach volleyball.
“The AVP is an attractive asset that complements our rapidly expanding U.S. sports betting vision,” said Bally’s Senior Vice President for Strategy and Interactive Adi Dhandhania. “Donald and the entire AVP team have done a tremendous job developing the league and transforming it into what it is today, and we look forward to exploring creative ways to amplify and gamify such a dynamic and high-growth sport, providing beach volleyball fans across the nation with unique and interactive content.”