AVP Adds Malibu Rum To Marketing Team, Signs Exclusive Deal With Leverage

April 30, 2009: The Association of Volleyball Professionals said that Malibu Caribbean Rum has been named the official spirits sponsor of the AVP Crocs Tour for the 2009 and 2010 seasons. Financial terms were not disclosed. Under the deal, the first for AVP since Jason Hodell, replaced Leonard Armato as CEO, earlier this month will be integrated into nationally televised AVP events that will air on NBC, Universal Sports or cable networks; through visible signage, lifestyle shots from the sponsor village and suite and other on-screen exposure. In addition, the sponsorship includes extensive on-site signage, a Malibu 'Get Your Island On' cabana in the sponsor village where guests of legal drinking age can play interactive games and sample Malibu cocktails, a full hospitality suite and player "meet and greets." Malibu, a division of Pernod Ricard USA, will support the alliance with local advertising, on-premise bar night activity and retail display programming materials. "Volleyball and Malibu are a natural partnership, given the evocative nature of both in elevating the summer experience," Lisa McCann, senior brand manager, Malibu Rum, said in a statement. "We feel this partnership is perfectly aligned with Malibu's vibrant and energetic island spirit and is a fantastic opportunity for the brand to engage and sample consumers in a relevant environment." Other AVP sponsors include Bud Light, Gatorade and KFC. The deal was handled by Leverage Agency, New York, which now is the exclusive national representation sales agency for AVP Pro Beach Volleyball. Leverage also handled the recent alliance between AVP and KFC. Back to Home Page