Bally’s Corp. announced that it has acquired the Association of Volleyball Professionals (AVP) and host of the longest-running domestic beach volleyball tour in the United States.

The acquisition marks the company’s ongoing omnichannel growth and diversification strategy to provide an opportunity for it to gamify and incorporate interactive content into beach volleyball to drive traffic to its platforms and promote customer acquisition.

Under the terms of the transaction, Bally’s acquired all of AVP’s assets, including trademarks, AVP America promoter agreements and associated recurring membership revenue, digital photo and video assets, and all proprietary tournament and league management software. Bally’s plans to leverage AVP’s distribution channels and the Sinclair-owned “Bally Sports” Regional Sports Networks (RSNs), to increase consumer engagement with, and awareness of, the league.

The AVP kicks off its 2021 AVP Pro Tour in Atlanta, GA from August 13-15. The AVP is planning to resume a full season beginning in 2022.

Photo courtesy AVP