Virgin America Makes AVP Sponsorship Debut At Hermosa Beach
By William Cooper, Staff Writer
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Virgin America Serving As Presenting Sponsor
Of Weekend's Hermosa Beach Open |
Virgin America is serving as presenting sponsor of this weekend's AVP Crocs Slam Bud Light Hermosa Beach Open, the airliner's first sponsorship of the tour. The deal, which was brokered by the AVP's sales agency Leverage Agency, is for only this weekend's event, though AVP CEO Jason Hodell said the two parties will consider future sponsorship opportunities. "We're a brand that is big on passion and fun," Virgin America VP/Marketing Porter Gale said, "and the AVP brings both of those qualities to their volleyball series." As part of the agreement, Virgin America will deploy street teams on site and will receive branding at the event in the form of rotational signage. The signage will be featured for what is estimated to be more than 30 minutes of NBC and Universal Sports' combined six hours of coverage of the tournament. Hodell cited the expected attendance of 50,000 at Hermosa Beach this weekend and NBC's live two-day coverage as motivation for Virgin America becoming involved with this event. Another aspect that generated interest from the airline company is the return to competition of two-time Olympic Gold Medalist Kerri Walsh, who gave birth to a son in May. "Not many sports leagues right now are signing new sponsors, so this deal in of itself is a good signal to the market about the AVP," Hodell said. Meanwhile, the tourney coincides with Virgin America's second anniversary, and the airline plans to give away several pairs of plane tickets during the related events. This is Virgin America's first venture into the sand for a sponsorship with the AVP, though the company previously signed a deal with the MLB Giants to serve as the team's official airline.
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