The Association of Volleyball Players, Inc. (AVP) has entered into multi-year agreements with both Harrah’s Entertainment Inc. and Speedo.
Harrah’s will promote the AVP Crocs Tour beach volleyball events for the next three seasons. The tour, which began last month, ends at the Roman Plaza at Caesars Palace [http://www.caesarspalace.com] in September. The three- to four-day event has been dubbed The Gods and Goddess to integrate the resort’s brand. Harrah’s and AVP are currently discussing plans to launch various promotional activities across Harrah’s properties in Las Vegas.
“The AVP is on the cutting edge of sports entertainment and a perfect addition to our growing sports portfolio,” said Jeffrey Pollack, VP-sports and entertainment marketing, Harrah’s in a statement. “We look forward to welcoming their loyal fan base for years to come and bringing the AVP to life on The Las Vegas Strip.”
The ancient Greek theme complements the gaming resort and will make the tour a showcase event, said Leonard Armato, commissioner, AVP Crocs Tour.
In a separate development, Los Angeles-based AVP also inked a three-year licensing agreement with swimwear brand Speedo that runs through 2009.
As part of the deal, Speedo will manufacture, market and distribute the new AVP and AVP Pro Series apparel by Speedo line of merchandise at all AVP Crocs Tour events, as well as at retail, by next year.
“As a brand, we are really trying to intersect fashion with sports,” said Craig Brommers, VP-marketing, Los Angeles-based Speedo. “Beach volleyball is a sexy athletic sport, which merges with our brand perfectly.”
AVP’s Crocs Tour property is also unique for Speedo because its attendees show up in shorts and beachwear to watch athletes that play in swimwear, he added.
Speedo’s products will include volleyball shorts, women’s performance swimwear, outerwear, casual wear, hats, visors and backpacks with AVP’s spiker logo. The line will be distributed to specialty, surf, sporting goods and department stores. The merchandise will also be sold through AVP’s merchandise stores, tents at AVP Crocs Tour events and at AVP.com.
Financial terms of both deals were not disclosed.
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