Streaming and innovative formats increase volleyball’s global impact and commercial value: Volleyball World CEO

by sports writers Lu Xingji, Wang Jingyu

PARIS, Aug. 3 (Xinhua) — In the competitive landscape of the global sports market, volleyball has long been overshadowed by soccer and basketball. But Volleyball World, founded in 2021 as the exclusive operator of commercial volleyball and beach volleyball events, is quickly carving out a niche for itself.

In an exclusive interview with Xinhua, Volleyball World CEO Finn Taylor discussed the strategic moves that have fueled the popularity of volleyball, as well as the company’s ambitious vision for the future.

“Our goal is to develop the commercial dimension of volleyball by increasing media value, acquiring sponsors and organizing spectacular events,” explained Taylor.

“Our actions are in line with the FIVB’s (International Volleyball Federation) goal of increasing the global presence of the sport, making it more attractive to fans around the world.”

In just three years, Volleyball World has achieved extraordinary achievements, creating a global ecosystem connecting broadcasters, sponsors, fans and athletes.

“Our streaming platform, Volleyball TV, has attracted over a million members, offering them daily access to volleyball-related content,” Taylor noted.

This digital expansion, combined with increased sponsorship, has fueled the growth of the sport. The Volleyball Nations League (VNL) is proof of this success, with almost a million spectators attending the tournament and hundreds of millions watching worldwide.

The VNL’s growing popularity is partly due to its role in Olympic qualifying. But Taylor believes the league’s significance goes beyond that.

“With the significant prize money and national pride at stake, teams are increasingly prioritizing the VNL. It’s becoming a major event in its own right,” he said. This year’s emphasis on the matches’ implications for the world rankings has only intensified the competition.

The revamped international calendar, which now includes the biennial World Championships, aims to focus attention on fewer but more important events.

“We wanted to create an easy-to-follow set of tasks for athletes, while also offering fans a clear and meaningful competition to follow,” Taylor explained.

He also noted that the decision to end the traditional FIVB World Cup was not taken lightly but was in line with the aim of improving the international presence of the sport.

Volleyball and beach volleyball face stiff competition not only from traditional sports but also from emerging sectors such as esports. Despite this, Taylor remains optimistic.

“We are creating a compelling entertainment package that goes beyond the sport itself. Volleyball has long needed a strong alternative and our efforts are resonating with both fans and sponsors,” he said.

So did the introduction of the Beach ProTour. The tour, which launched three years ago, was designed to be more than just a sporting event. “We integrated music, DJs and interactive crowd elements into a vibrant atmosphere that fans enjoy,” Taylor said.

The growing interest in volleyball worldwide is also expected to attract more investment, creating a positive feedback loop that could further strengthen the commercial model of the sport.

“With CVC Capital Partners as a partner and growing interest from other private equity funds, especially in the U.S., we are starting to see a positive trend,” Taylor said.

“The exceptional gender balance and global reach of volleyball make it an attractive investment opportunity,” he concluded.