source: avp

The AVP has secured its largest wave of commercial partners in recent memory, with Progressive Insurance signing on as title sponsor of the AVP League and the Manhattan Beach Open just as the tour's showcase event returns to the pier in Southern California.

AVP commissioner and COO Robert Corvino told The Sporting Tribune that Progressive's deal marks the league's first title sponsorship in many years, calling it a direct reflection of what the organization has built and its commitment to leaning into the beach volleyball lifestyle. Progressive also becomes the league's official insurance sponsor. The announcements arrived on Aug. 13, one day before the 42nd edition of the Progressive AVP Manhattan Beach Open was set to open at the Manhattan Beach Pier.

Seven additional brands joined the AVP's partner roster at the same time: Gatorade, Delta Air Lines, Skechers, Corona, ZICO, Barebells, Chevron and Yaamava' Resort & Casino at San Manuel. The AVP's existing portfolio also includes Wilson, Waterloo Sparkling Water, Beach Juice and Operation Smile.

Progressive Deal Caps a Season of Commercial Momentum

Corvino described the incoming companies as blue-chip organizations that had been largely absent from professional beach volleyball for a considerable stretch of time. He framed their arrival as validation of the AVP's effort to repackage the sport for a broader audience beyond its traditional fan base.

Global representation and marketing services business THE TEAM's U.S. Rights Sales group served as the league's exclusive commercial sales agent, driving the sponsorship push.

AVP Positions Manhattan Beach as the Sport's Signature Stage

Corvino has long described the Manhattan Beach Open as the sport's equivalent of Wimbledon. Champions receive bronze plaques on the Volleyball Walk of Fame embedded into the Manhattan Beach Pier, a tradition Corvino said the league deeply values.

This year's edition features a 32-team main draw across both the men's and women's competitions, using a double-elimination format. Every AVP League athlete is part of the field, which is filled with Olympic medalists and top-ranked teams.

Before competition began, a Walk of Fame Ceremony honored the 2025 champions. Chase Budinger and Miles Evans on the men's side, and Kristen Nuss and Taryn Brasher on the women's side, unveiled their plaques on the pier.

Broadcast Growth Drives Brand Investment

Corvino told The Sporting Tribune that the AVP has worked to evolve from a tournament-based product into a league format that casual sports fans can track across television and digital platforms. He pointed to broadcast deals with The CW and CBS as evidence that the strategy is gaining traction, with viewership reaching record levels in 2026.

The league has also tested non-traditional venues, bringing sand into New York's Central Park among other unconventional locations. Corvino cited the temporary beach volleyball stadium constructed beneath the Eiffel Tower for the 2024 Paris Olympics as the kind of bold, memorable setting the AVP wants to replicate domestically as the 2028 Los Angeles Games approach.

Fans can find tickets and schedule information at avp.com.