Bally’s acquires Association of Volleyball Professionals

The gaming group Bally’s Corporation has announced the acquisition of a professional beach volleyball organisation.

US.- Bally’s Corporation’s diversification strategy has led the company to acquire a professional beach volleyball association.

The Association of Volleyball Professionals (AVP), which operates the longest-running domestic beach volleyball tour in the US, will provide Bally’s Corporation with an opportunity to gamify and incorporate interactive content into the sport.

The group said the intention is to drive traffic to its platforms and promote customer acquisition.

Under the terms of the acquisition, Bally’s owns all of AVP’s assets, including trademarks and AVP America promoter agreements, and all proprietary tournament and league management software.

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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.

Adi Dhandhania, Bally’s senior vice-president of strategy and interactive, said: “The AVP is an attractive asset that complements our rapidly expanding US sports betting vision.

“Donald [Sun] 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 chief executive of AVP, said: “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.

“I look forward to being an integral part of the transition, focusing on the best interests of all AVP athletes, fans, staff and partners.”