Ballys Acquires AVP Beach Volleyball Tour

Bally’s Strategic Move: Acquiring the AVP Beach Volleyball Tour

In a strategic acquisition that underscores its commitment to expanding its sports content portfolio, Bally’s Corp. has taken ownership of the Association of Volleyball Professionals (AVP), the United States’ premier beach volleyball tour. This move not only diversifies Bally’s burgeoning regional sports networks and online properties but also signals a significant enhancement in the variety of sports content it plans to offer.

The expectation is that Bally’s will leverage its growing broadcast network, which spans over two dozen U.S. markets, to showcase AVP events. This network already hosts a variety of programming in partnership with major leagues such as MLB, NBA, and NHL, showcasing Bally’s ambition to become a cornerstone in sports broadcasting.

Bally’s Corporation announced the acquisition of the Association of Volleyball Professionals (AVP) on July 13, 2021, acquiring all assets including trademarks, AVP America promoter agreements, and tournament management software.

Bally’s Expanding Media Footprint

Notably, Bally’s entered a media partnership with Sinclair Broadcast Group, which owns and operates the Fox Sports regional networks, rebranding them under the Bally’s moniker. The company has also announced plans for a streaming channel set to launch in 2022, aiming to serve as a central hub for an expanding roster of sports and gaming content. This strategic move is part of Bally’s aggressive push into the sports betting and content market, a journey that began in earnest in 2020 when it acquired the Bally’s name from Caesars Entertainment and subsequently purchased Bet.Works, a leading sportsbook technology provider.

The Significance of AVP for Bally’s

The acquisition of the AVP comes at a critical juncture for the tour, which has experienced a rollercoaster of highs and lows over the past decade. Founded in 1983, the AVP managed to carve a niche for itself, cultivating a dedicated fan base until breakthrough cable network deals in the 1990s propelled it into the mainstream. The early 2000s saw a surge in popularity thanks in part to dynamic players who excelled in the Summer Olympic Games. However, financial instability led the AVP to declare bankruptcy in 2010, only to be rescued by technology executive Donald Sun.

The deal supports Bally’s strategy to gamify beach volleyball content and integrate it with its sports betting platforms, leveraging Sinclair’s Bally Sports Regional Sports Networks.

Despite the international and domestic acclaim of Olympic champions like Misty May-Treanor and Kerri Walsh Jennings, the AVP has faced challenges in securing sponsors and achieving financial stability. The pandemic further complicated matters, limiting the tour to only one major event in both the 2019 and 2020 seasons. However, with three events scheduled for 2021, the AVP looked to rebound and regain its footing in the sports world.

The Future of AVP Under Bally’s Ownership

The acquisition by Bally’s provides a promising future for the AVP, potentially stabilizing the tour and expanding its reach through Bally’s extensive broadcast and online networks. For Bally’s, the AVP Beach Volleyball Tour represents a valuable addition to its sports content offerings, providing unique and engaging content that complements its existing roster of sports programming.

The merger of these entities underscores a mutual commitment to growth and innovation within the sports entertainment industry. As Bally’s continues to broaden its footprint in sports broadcasting and betting, the AVP stands to benefit from increased exposure and financial backing, potentially ushering in a new era of prosperity for beach volleyball in the United States.

AVP, founded in 1983, is the longest-running professional beach volleyball tour in the U.S., featuring over 100 pro athletes and reaching more than 120 million fans worldwide through its pro tour and AVP America grassroots events. Prior to the acquisition, AVP had filed for bankruptcy, with Donald Sun purchasing it for $2 million in 2012 after peak revenues of nearly $25 million in 2008. Bally’s secured a 10-year, $85 million deal with Sinclair Broadcast Group in 2020 to rebrand 21 regional Fox Sports channels as Bally Sports.

In conclusion, Bally’s acquisition of the AVP is a landmark deal that signifies the company’s strategic direction towards becoming a dominant player in the sports entertainment and betting markets. With plans to enhance the visibility and stature of beach volleyball through its broadcast and online platforms, Bally’s is poised to elevate the AVP Beach Volleyball Tour to unprecedented heights, offering fans and athletes alike a brighter future filled with exciting possibilities.