by sportswriters Lu Xingji, Wang Jingyu
PARIS, Aug. 3 (Xinhua) -- In the competitive landscape of global sports market, volleyball has long been overshadowed by soccer and basketball. However, Volleyball World, founded in 2021 as the exclusive operator of commercial volleyball and beach volleyball international events, is rapidly carving out a niche.
In an exclusive interview with Xinhua, Volleyball World's CEO Finn Taylor delved into the strategic moves that have bolstered volleyball's popularity and the company's ambitious vision for the future.
"We aim to grow the commercial side of volleyball by enhancing media value, securing sponsorship, and hosting spectacular events," explained Taylor.
"Our efforts are aligned with the FIVB's [the International Volleyball Federation's] goal to elevate the sport's global presence, making it more appealing to fans worldwide."
In just three years, Volleyball World has accomplished remarkable feats by setting up a global ecosystem that connects broadcasters, sponsors, fans and athletes.
"Our streaming platform, Volleyball TV, has attracted over a million members, offering them daily access to volleyball content," Taylor noted.
This digital expansion, coupled with increased sponsorship, has fueled the sport's growth. The Volleyball Nations League (VNL) is a testament to this success, with nearly a million spectators attending the tournament and hundreds of millions tuning in globally.
The VNL's rising popularity is partly due to its role in Olympic qualifications. However, Taylor believes the league's significance transcends this.
"With substantial prize money and national pride at stake, teams are increasingly prioritizing the VNL. It's evolving into a major event on its own," he said. This year's emphasis on match implications for world rankings further heightened the competition's intensity.
The restructured international calendar, now featuring biennial World Championships, aims to focus attention on fewer but more significant events.
"We wanted to create a manageable workload for athletes while offering fans clear and important competitions to follow," explained Taylor.
He also noted that the decision to retire the traditional FIVB World Cup was not taken lightly, but it aligns with the goal of streamlining the sport's international presence.
Volleyball and beach volleyball face stiff competition from not only traditional sports but also emerging sectors like e-sports. Yet, Taylor remains optimistic.
"We're creating a compelling entertainment package that goes beyond the sport itself. Volleyball has long needed a strong alternative, and our efforts are resonating with fans and sponsors alike," he stated.
Just like the introduction of Beach ProTour. Launched three years ago, the tour has been designed to be more than just a sporting event. "We've integrated music, DJs, and interactive crowd elements, creating a vibrant atmosphere that appeals to fans," said Taylor.
The increasing global attention on volleyball is also expected to attract more investment, creating a positive feedback loop that can further enhance the sport's commercial model.
"With CVC Capital Partners as a partner and growing interest from other private equity funds, especially in the U.S., we're starting to see a positive trend," said Taylor.
"Volleyball's unique gender balance and global appeal make it an attractive investment opportunity," he concluded.
