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Bally’s Corporation acquires AVP beach volleyball

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The Association of Volleyball Professionals has been bought by Bally’s Corporation, the casino and sports betting company announced Tuesday.

In a statement, Bally’s Corp. said the deal creates “a significant opportunity for the company to gamify and incorporate interactive content into beach volleyball, which, in turn, will drive traffic to Bally’s platforms and promote customer acquisition.”

The AVP has featured volleyball stars such as Misty May-Treanor and Kerri Walsh Jennings as the foremost beach volleyball tour in the United States.

The AVP’s former owner, Donald Sun, will stay on through the transition.

Three events are scheduled for this season, starting in Atlanta the week after the Tokyo Olympics.