Bally’s acquires Association of Volleyball Professionals
AVP content will be featured on Bally Sports Regional Networks.
Bally’s Corporation on Tuesday said it has acquired the Association of Volleyball Professionals.
The AVP was founded in 1983 and has grown to be the premier professional beach volleyball organization in the United States and host of the country’s longest-running domestic beach volleyball tour.
Per the agreement, terms of which were not announced, 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.
The acquisition represents the latest step in Bally’s ongoing omni-channel growth and diversification strategy. The company said it will gamify and incorporate interactive content into beach volleyball, which, in turn, it expects to drive traffic to Bally’s platforms and promote customer acquisition.
Bally’s said it plans to leverage AVP’s distribution channels, as well as the Sinclair-owned “Bally Sports” Regional Sports Networks (RSNs), to increase consumer engagement with, and awareness of, the league.
The AVP is planning to resume a full season beginning in 2022. The abbreviated 2021 AVP Pro Tour will kick off in Atlanta, Georgia, August 13-15.
“The AVP is an attractive asset that complements our rapidly expanding US sports betting vision,” Adi Dhandhania, SVP strategy and interactive for Bally’s, said in a statement. “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.”
Donald Sun, former owner and CEO of AVP, added, “Forming a new relationship with a trusted, forward-thinking partner such as 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. I look forward to being an integral part of the transition, focusing on the best interests of all AVP athletes, fans, staff and partners.”
Bally’s Corporation describes itself as a regional casino-entertainment company with a growing omni-channel presence of online sports betting and online gaming offerings in the US. It currently owns and manages 14 casinos across 10 states, a horse racetrack in Colorado and has access to OSB licenses in 14 states. It also owns Bet.Works, a B2B2C sports betting platform, Monkey Knife Fight, a daily fantasy sports site in North America, and SportCaller, a global B2B free-to-play game provider.
The company’s casino properties have 15,558 slot machines, 465 table games and 5,355 hotel rooms. Upon closing the previously announced purchase of Tropicana Las Vegas and completing the construction of a land-based casino near the Nittany Mall in State College, Pennsylvania, Bally’s will own and manage 16 casinos across 11 states.
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