Casino operator Bally’s buys beach volleyball association

The Association of Volleyball Professionals has been acquired by Bally’s Corporation.

The company said that the acquisition represents the latest step in its ongoing omni-channel growth and diversification strategy, providing a significant opportunity for the company to gamify and incorporate interactive content into beach volleyball, which, in turn, will drive traffic to Bally’s platforms and promote customer acquisition.

Under the terms of the transaction, Bally’s has 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, as well as the Sinclair-owned Bally Sports Regional Sports Networks, to increase consumer engagement with, and awareness of, the league.

Adi Dhandhania, SVP strategy and interactive at Bally’s Corporation, said: “The AVP is an attractive asset that complements our rapidly expanding US sports betting vision.”