Bally’s Acquire the Association of Volleyball Pros to Find Sportsbook Customers

Bally’s Corp. recently announced acquiring the AVP (Association of Volleyball Professionals.) AVP is an esteemed volleyball organization known for hosting the longest-running beach volleyball tour in the US.

Bally’s has been actively trying to spread across multiple channels, and the latest development is part of the strategy. It will help the company find viable opportunities to gamify and integrate interactive operations within beach volleyball. In addition, it will steer massive traffic towards Bally’s, allowing the platform to promote customer acquisition.

The company is also looking for sportsbook customers, and the acquisition will serve the purpose. The recent proceedings allow Bally’s to acquire all the assets under the name AVP. It accounts for the trademark, promoter agreements and membership revenue, video and photo assets, and every league management and tournament software.

Bally plans to leverage the association’s distribution channels and merge them with Bally Sports RSNs to improve user engagement and league awareness.

Adi Dhandhania (Bally’s Senior Vice President of Strategy and Interactive) stated that the AVP is an appealing venture with assets that bode well with Ball’s quickie expanding US sports betting plans. The entire AVP team is performing an amazing job to promote the league, and Bally’s will evolve their approach to gamify the high-growth and dynamic sport. In addition, it will surely provide beach volleyball enthusiasts interactive and intuitive content.

Donald Sun (AVP’s former CEO and Owner) stated that establishing a new relationship with a futuristic, reliable partner such as Ball’s comes with prospects to build a strategic roadmap leading to the growth of beach volleyball. It will also expand the sport’s footprints, providing new resources to help the athletes and the game. Donald is excited to see how the transition helps the AVP staff, partners, fans, and athletes.

The Association of Volleyball Professionals will commence its 2021 Pro Tour in Georgia on August 13th. The two-day event will end on August 15th, and the association will conduct a full season at the start of 2022.

With the acquisition, Ball’s is continuing its expansion strategy. The operator also launched a sportsbook named Bally Bet in May. Bally’s currently runs in 15 states after recently forming a deal with Arizona.

It has only been several months since Bally’s market introduction, but the operator is making giant strides in the market. It emerged back in November 2020 after Twin River purchased the property and name in Atlantic City. The company also purchased Bet.Works, a sportsbook platform, for 12 million dollars.

In January 2021, the operator acquired Monkey Knife Fight, a daily fantasy sports company, for 90 million dollars. Bally’s bought SportCaller, the well-known free-to-play provider, for 40 million dollars in February 2021.

However, even such significant acquisitions pale in front of Bally’s most notable purchase in 2020. The company acquired the naming rights to the Fox Regional Sports Network by Sinclair Broadcast group.