BELMAR, N.J. — Beach volleyball players and tour organizers are out to prove their sport is about more than just bikinis.
The game’s popularity soared during last year’s Summer Olympics in Athens, as viewers tuned in to watch the female players — and the accompanying cheerleaders — in their tiny two-piece swimsuits. The shots of Kerri Walsh and Misty May hugging in the sand after winning the gold medal generated a significant amount of buzz and quickly became a popular Internet download.
But beach volleyball has steadily gained credibility on the professional sports scene, and the AVP Pro Beach Volleyball Tour this year has garnered numerous big-name sponsors and more live TV time on NBC for its championship matches.
“The sport has been growing over the last few years and the Olympics really was a catalyst to push it to the next level,” said Leonard Amato, president of the AVP, who was in Belmar, N.J., last weekend for the AVP Nissan Series Belmar Open presented by Bud Light. “And it helps to have players like Kerri and Misty who are terrific representatives of the sport and great role models. More girls are playing now, and people are realizing that it’s athletic and sexy at same the time. We think the growth potential for beach volleyball is unlimited.”
There are about 9.5 million people who play beach volleyball, including both recreational and professional players, said a company spokesman with U.S.A. Volleyball, the national governing body for the sport.
The AVP is in the midst of a 14-city tour, the largest it has ever done, and the sponsors now include firms from a range of industries, including Nautica, Wilson, Bud Light, Paul Mitchell and Gatorade. The number of matches varies from city to city, but usually there are more than 30 played each day in a few venues.
As the tour’s apparel sponsor, Nautica outfits the referees, staff, announcers and volunteers in specific AVP sportswear, and also had a big presence in Belmar with a tent and corporate suite. Since the company sponsors May, she signed autographs in the Nautica booth after the matches Saturday as fans lined up in droves to meet her.
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Beach volleyball has built its own culture in the sports arena. At Belmar, the scene felt like a combination of the corporate-infused U.S. Open Tennis Championship and the carnival atmosphere of a nearby Jersey Shore boardwalk. There were corporate suites complete with food and the best views of the tournament. But the crowd was decidedly laid-back and the preferred attire of most female spectators was flip-flops and bikini tops, while men opted for boardshorts and little else. Live music played during the matches and between the games were entertainment events such as an all-you-can-eat chicken wing contest from one of the tour’s sponsors. Each of the sponsors is allowed to hold one event per weekend, said an AVP spokeswoman.
The women’s games seemed to draw more interest and attention than the men’s in Belmar, due in large part to the popularity of Walsh and May. Although the duo lost a championship match right before Belmar at an AVP event in Cincinnati that ended their 50-match winning streak, they came back to win at Belmar and retain their dominance in the sport. The duo also recently passed the $1 million earnings mark in prize money on the AVP tour and are one of the few women’s beach volleyball teams to stick together in a sport where players change partners frequently.
Between matches at Belmar, Walsh and May took some time to talk with WWD about sports, fashion and winning the gold.
WWD: How has life changed since the Olympics?
Walsh: It’s been crazy. I feel like I am running around all the time, doing press and events, and now we are in the middle of our tour. But it’s been great also and it pays the bills.
May: Well, I got married [in November, to Florida Marlins catcher Matt Treanor], so that was a big change. Now we are in the middle of the season and we are playing a lot, but I am having fun.
WWD: Do you think the bikini comments are dying down?
May: People have realized that the players are really athletic and it’s not just about the bikinis. My simple answer is that this is what is comfortable to play in.
Walsh: I think more people know what beach volleyball is about and there aren’t as many comments. It’s really a functional thing. You can’t wear one-pieces in this sport. They just get in the way.
WWD: How many bikinis do you have?
Walsh: Too many to count. They are falling out of my drawers.
May: I have so many I can’t keep track. We have different sponsors — I work with Nautica and Kerri is with Speedo, and we like different styles — but we always coordinate our colors since we need to match as a team.
WWD: Do you like to shop? What are your favorite stores?
May: I hate crowds, so shopping isn’t really my favorite activity. I always buy things and return them. I have a hard time finding jeans that fit. Kerri is definitely more into fashion than I am, although I love Roberto Cavalli. His dresses fit me really well.
Walsh: I love shopping. My favorite store is Fred Segal in Santa Monica. Sometimes it’s hard for me to find brands that fit, since I am so tall [she’s six feet, three inches in her stocking feet]. I love Rock and Republic right now. I am getting married in December and I just bought my wedding dress, which has been fun to shop for. It’s going to be a customized dress from a little boutique near where I live.
WWD: What is your training like?
May: We do a lot of biometrics and training in the sand. When we are not in season, we go to the gym and we also do weight training and running. Now we are playing a lot since we are on tour, so that of course keeps us in shape.
WWD: What would you like to see happen with the sport of beach volleyball?
May: I would like to see more of a grassroots program develop, where people can continue playing after college. There is so much growth potential for this sport.
Walsh: People realize that the sport is there and it’s great to see so many younger people playing. I would like it to keep growing and I want more people to know what the sport is all about.