The National Volleyball League is the “newest player of the pro beach volleyball scene, a fledgling revamp that was founded after the now-defunct" AVP "ran out of money last summer,” according to Claire Novak of ESPN.com. With six tournaments “worth $75,000 to $150,000 per event scheduled to take place this year, the league is a refreshing draw to players after an uncertain winter of sponsorship negotiations and contract disputes.” The players “look up to charismatic frontman Albert ‘Al-B’ Hannemann,” who serves as the league’s CEO. Novak credited Hannemann’s “marketing savvy” that created a partnership with the Preakness for the league’s debut event on Saturday at Pimlico Race Course. His “predominant goal of involving the fans and remaining relevant to them is apparent in promotional material and media outreach efforts.” The NVL “doesn't have marquee athletes like Olympic gold medalists Misty May-Treanor, Kerri Walsh, Phil Dalhauser and Todd Rogers.” But Hannemann's “marketing plan, to hold his initial U.S. tournament at a well-known major sporting event, enables his lesser-known players to shine while developing a new fan base.” He has “already lined up sponsors like EFX, Australian Gold, The ONE Group, Grand Touring Vodka, and Wilson, and a network TV contract is in the works” (ESPN.com, 5/21). THEPOSTGAME.com’s Victor Chi wrote the NVL event was the Preakness’ “latest stab at boosting attendance, particularly among the always coveted young male demographic, since it banned fans from bringing their own alcohol to the track after the 2008 race.” The hope was that the “lure of world-class volleyballers and their glistening physiques” could push attendance “closer to the pre-ban levels” (THEPOSTGAME.com, 5/20).
