Life's A Beach: Rockstar Energy Drink Energizes 2010 AVP Tour

February 2, 2010: The Association of Volleyball Professionals is planning to make 2010 a much more stable year than 2009. AVP, which last year endured a major shake-up at the executive level and the loss of title sponsor Crocs, has signed a deal making Rockstar Energy Drink the "exclusive energy drink" of the 2010 AVP Tour. Financial terms were not disclosed.

AVP said Rockstar would be "actively involved throughout the season" with large-scale sampling initiatives, in-stadium promotional activities, and placement in AVP advertising materials. According to Jason May, Rockstar evp-marketing, this coordinated effort will help increase the awareness of Rockstar among a large and growing consumer demographic.
“We are excited to work with the AVP, which offers the best beach volleyball competition in the world,” May said in a statement. “AVP Pro Beach Volleyball and Rockstar are a natural fit.”

This is the second major deal for Rockstar in 2010. In January, Rockstar became a marketing partner of Lucas Oil in such properties as the Lucas Oil Off Road Racing Series, Lucas Oil ASCS Sprint Car Dirt Series, Lucas Oil Drag Boat Racing Series, the Lucas Oil AMA Pro Motorcross Championship and the renamed Rockstar Energy Modified Racing Series. That deal includes "official energy drink" status and multi-medial marketing elements.

AVP is coming of a year in which it had losses and gains. In 2009, longtime chairman, CEO and commissioner Leonard Armato resigned as a new executive team took over and Crocs left as title sponsor due the company's financial situation. Concurrently, KFC and SunBurnt Therapeutic After-Sun Gel joined the tour's roster of marketing-sponsorship partners and Bud Light and John Paul Mitchell Systems each extended their partnerships with AVP for three years.

Other marketing partners include Gatorade, Geico, Johnsonville Meats, Nature Valley, Naked Juice, Russell Athletics and Wilson.

On the players side, Phil Dalhausser and Todd Rogers remained the top men. However, female stars Misty May-Treanor and Kerri Walsh missed most of the season (May-Treanor suffered a ruptured Achilles tendon in late 2008 while filming ABC's Dancing With the Stars, Walsh had her first child) and Holly McPeak, who is married to Armato, retired. Howver, AVP remains confident that its product and athlete line up will continue to attract fans and marketers.

According to Jason Hodell, AVP CEO, “Rockstar has been a very important supporter of AVP athletes and is a perfect fit with our corporate strategy of outreach to our core fan base and the youthful demographic of the nation’s volleyball players.”

Crocs Walking Away From AVP Sponsorship

AVP Sponsors Extend Deals Amidst Executive, Player Turnovers

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