The relationship was formalised in 2022 through an initial nine-year agreement covering the period from 2024 to 2032. Volleyball World committed to investing directly in the AVC in exchange for its commercial rights, while the FIVB increased the support provided to Asian national federations through its development programmes. The extension adds another twenty years to the original timeframe and establishes, more than a quarter of a century in advance, who will manage areas including sponsorship, media rights and the commercial aspects of event hosting.

Stability across generations

The length of the agreement is intended to provide continuity for negotiating contracts, investing in competitions and developing new formats without depending on frequent renewals. It also gives the AVC’s 65 national federations a stable framework within which to align their projects with the continental strategy. However, the organisations have not disclosed the financial value of the extension, minimum investment commitments, review mechanisms or possible exit provisions. Their public explanation therefore focuses on the stability required to plan and professionalise Asian volleyball over several decades.

Volleyball World CEO Ugo Valensi described the extension as “a powerful vote of confidence” in what has already been achieved and what lies ahead. “We are creating the long-term stability needed to make bold decisions, invest in the future and continue raising the standard of volleyball across Asia,” he explained. Valensi said volleyball is growing faster in Asia than anywhere else and that the continuity will allow the development of AVC and FIVB competitions to be shaped together.

What has changed since the first agreement

Since the partnership began, the two organisations have modernised the AVC brand, expanded the international distribution of its tournaments and changed how continental competitions are presented and promoted. They have also introduced clearer qualification pathways and guaranteed prize money for the AVC Champions League and the AVC Beach Volleyball Continental Championships. The former men’s and women’s Asian club championships were relaunched under the AVC Champions League name in 2025, with prize money and places at the respective Club World Championships available to their best-performing teams.

Commercial exclusivity does not mean that Volleyball World assumes institutional control of Asian volleyball. The AVC retains its authority as the continental governing body, while its partner leads the commercial development of events in areas such as sponsorship, media rights and the commercial aspects of event delivery. Volleyball World was established in 2021 through a partnership between the FIVB and CVC Capital Partners to drive investment, content distribution and engagement between international volleyball, fans and commercial partners.

Asia at the centre of global growth

The scale of the Asian market helps explain such a long-term commitment. Asia accounts for around 52% of volleyball’s global fanbase and will be central to the FIVB’s strategy to double the number of people connected to the sport from 800 million to 1.6 billion by 2032. During the General Assembly, FIVB President Fabio Azevedo described the continent as “the land of volleyball” and highlighted its capacity to contribute to the sport’s worldwide growth. Separately from the commercial agreement, the Volleyball Empowerment programme has invested approximately USD 15 million in 454 projects across Asia and has supported 94% of the AVC’s national federations.

AVC President Ramon Suzara believes that continuity until 2052 will allow its members to “plan, invest and grow with confidence”. According to Suzara, the first phase has already expanded the reach of AVC events and created new opportunities for athletes, national teams and clubs. The extension consolidates that model for the coming decades: Volleyball World provides a shared commercial structure, while the AVC gains the certainty required to develop its competitions and federations in a region both organisations regard as essential to volleyball’s future.

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Brunner stepped away from the circuit shortly after winning Olympic bronze in Paris 2024 and triumphing in Hamburg, and since then she has gone through a period in which volleyball no longer occupied the centre of everything. “I have to admit that, when I was pregnant and also afterwards, when Mila was still very, very young, I didn’t miss playing volleyball that much,” she said. The desire to return did not come immediately. “After about two and a half months, I thought it would be nice to give it another try,” she added, in a line that marks the real starting point of this new chapter and that now coexists with a longer-term goal such as Los Angeles 2028.

A pause at the top and a new life away from the sand

Motherhood also arrived at one of the highest points of her career. Brunner, alongside Hüberli, had reached the Olympic podium in Paris and had just won in Hamburg, two milestones that capped one of the strongest stretches of her career. Even so, she did not leave that moment with an immediate return plan already in place. “After the birth, for a while I thought I would not go back to thinking about beach volleyball,” she later admitted in the Swiss press. The pause, then, was not shaped by the urgency to compete, but by the beginning of a new life.

“It is a new and intense life with Mila,” she said. And it was from within that new normal that the idea of returning resurfaced. “Suddenly, after two months, the thoughts came that it would be nice to keep playing.” That inner shift opened the door to a comeback that was still not decided at the time, but that gradually began to take shape over the following months.

The comeback cannot be understood without Damien and Mila

If that desire has now turned into a real return to the circuit, Brunner links it very clearly to the support of her husband, Damien Brunner. The former ice hockey player will take care of Mila during trips, training camps and tournaments, an involvement that makes this return more than an individual decision. “This is only possible thanks to the support of my husband Damien,” the player essentially explained when describing how this new phase was being organised. The fact that he has only recently ended his own sporting career gives even more meaning to that division of roles.

That family reorganisation is best seen in everyday details. When the duo train at the centre in Bern, Damien and Mila can also be seen by the court. At the training camp in Tenerife, the baby was with her grandparents. And for international tournaments, the plan is for Damien to travel with them. “I couldn’t imagine being away from my family for a long time,” Brunner admitted. At the same time, she does not hide the practical questions that come with this new life. “At the same time, we don’t know how Mila will react to long flights or how she will deal with jet lag.” Even within the competition routine they have looked for concrete solutions: in order to keep their competitive focus, Brunner and Hüberli will stay together as they did in the past, while Damien and Mila will be in another room.

Back to her body, back to Tanja, back with a clear horizon

The return has not been automatic physically either. Four months after giving birth, Brunner began training on her own, while Hüberli was also gradually working her way back from an ankle injury. “I have tried to be patient on the way back to being a high-level athlete,” she explained. That patience was not rhetorical, but a genuine necessity. “It was important in order to regain confidence in my own body.” At the same time, the Swiss player made it clear that the sensations were positive quite early on: “I quickly had a good feeling; my body handled the pregnancy and the birth well.” The biggest challenge, in her own words, was “regaining tension and stability in the air.”

The other big decision was who to come back with. And there, Tanja Hüberli was the first option from the start. “My first call was to Tanja, because in our nine years together we have experienced, achieved and built an incredible amount,” Brunner explained when the reunion of the pair was announced. The choice was not based only on their shared record, but also on the trust built up over nearly a decade. The player herself summed it up like this: “I am very happy to continue on this path together.” At the same time, Hüberli has also spoken naturally about Mila becoming part of the team dynamic. “She brings variety to everyday life; Mila is part of the whole thing,” she said. And she added another line that reinforces the tone of the profile: “Nina and Mila are completely relaxed.”

The same ambition, but with a different perspective

In this comeback, Brunner is returning to compete seriously and with a longer-term goal that she has already made clear: Los Angeles 2028. “And if I come back, then I come back fully committed and with the goal of the 2028 Olympic Games in Los Angeles,” she said when speaking about this new stage. That ambition, however, now coexists with a different outlook on sport and on her own life. “I don’t think this will reduce my ambition,” she said. “But it will definitely put a lot of things into perspective now that I have a different focus in life.” In that combination of intact ambition and transformed priorities lies, probably, the most accurate image of the Nina Brunner returning to the sand this week.

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The selection of Shangluo comes amid notable growth in beach volleyball across Asia. According to Ramon Suzara, president of the Asian Volleyball Confederation –AVC–, activity across the most recent competitive cycle highlights the sport’s rising momentum in the region. “The volume of activity in 2025, with 48 national federations participating in 29 AVC and FIVB events, proves that Asia is becoming the global epicentre of beach volleyball,” he said.

He also noted that awarding the continental championship to China will help maintain the competitive momentum generated by recent international tournaments. The bidding process was coordinated by Craig Carracher, chairman of the AVC Beach Volleyball Committee, who oversaw the selection procedure that ultimately confirmed Shangluo as the host city.

A city that has made volleyball part of its identity

In just a few years, Shangluo, located in Shaanxi province at the foothills of the Qinling mountains, has evolved from an emerging destination into a recognised venue for major volleyball competitions. The city has hosted events such as the National U21 Men’s Volleyball Championships, the 14th National Games Women’s Volleyball (U19), the National Beach Volleyball Championships 2023 and the FIVB U19 Beach Volleyball World Championships 2024. It has also staged competitions including the National School Volleyball Regional League Finals 2024–2025 and the 15th National Games Women’s Volleyball Qualification (Adult & U20), reinforcing its role as one of the rising volleyball hubs in China.

This growing calendar of tournaments has helped the city develop specialised infrastructure and organisational expertise. Among the key facilities are the National Volleyball Training Center and the “Belt and Road” Volleyball Training Base, venues equipped with multiple competition and training courts, fitness facilities and functional spaces designed for teams and federations.

Part of Shangluo’s appeal as a sporting venue also lies in its natural setting. In recent beach volleyball events, the centre court has been installed in front of the Qinling Museum, with the Qinling mountains providing a dramatic backdrop. The complex features a main stadium with capacity for around 2,000 spectators, alongside several auxiliary courts and training areas located within walking distance. This combination of mountain landscapes, modern urban spaces and compact venues has turned the city into a distinctive setting for international volleyball competitions.

Nature, clean air and the ambition to become a “City of Volleyball”

The sporting development of Shangluo is closely linked to its natural environment. The city lies in an area with nearly 70 percent forest coverage and is known for its environmental quality, with around 330 days of clean air each year. This mountainous landscape and its mild climate have made the region a frequent destination for sports camps and outdoor training. The area also offers cultural and tourism landmarks such as Jinsixia Grand Canyon, Niubeiliang National Forest Park and the Qinling Museum, combining sport with the promotion of tourism and the region’s green economy.

Local authorities have spent years promoting a strategy to position Shangluo as a “City of Volleyball”. Cooperation with organisations such as the International School Sport Federation –ISF– and the China Student Sports Federation –CSSF– has helped attract international competitions while strengthening educational and development programmes linked to volleyball.

As part of this strategy, the CSSF and the Shangluo Municipal Government signed a cooperation agreement aimed at promoting international school competitions, coach education programmes and youth sport development initiatives connected to volleyball. One example is the ISF World School Volleyball Championship 2026, scheduled to take place in the city from 1 to 10 July, bringing together school teams from different countries while combining competition with educational and cultural activities.

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Hosting the tournament in Manila reinforced the region’s position on the global sporting map. With matches played at the SM Mall of Asia Arena and the Smart Araneta Coliseum, the competition drew record attendances during the final rounds. The Fédération Internationale de Volleyball -FIVB- praised the tournament’s organization and logistics, highlighting its value as a model for future events in Asia and its role within the federation’s broader roadmap to strengthen volleyball’s presence across the continent.

Record media reach and television audiences across Europe and Asia

In Europe, the Championship achieved outstanding viewing figures in key markets. The final between Italy and Bulgaria averaged 2.8 million viewers on RAI 2, ranking among the five most-watched live sports broadcasts of the year in Italy outside football. In Bulgaria, the match was simulcast across all four national television networks, while in Poland, the semifinal between Poland and Italy drew 1.9 million viewers on Polsat’s free-to-air channel, capturing almost a quarter of the national TV audience at that time. Six of the seven most-watched sporting broadcasts of the weekend were World Championship matches, reaffirming volleyball’s dominance in one of its strongest European markets.

Asia also delivered exceptional numbers. The pool-stage clash between Serbia and China attracted more than 4.7 million viewers, up 38% from the country’s peak audience in 2022. The Championship’s digital distribution strategy—built around partnerships with regional streaming platforms—generated over 147 million impressions, 31 million unique viewers and nearly nine million engagements. Crucially, 94% of the total audience came from these new digital partners, further strengthening volleyball’s position in one of its fastest-growing markets.

Digital growth and an expanding economic model

VBTV, the global OTT platform operated by Volleyball World, recorded more than five million streams and 180 million watch-minutes throughout the competition. The Italy–Bulgaria final became its most-watched match ever, with 220,000 live streams. On social media, the Championship delivered one of volleyball’s most successful digital performances to date, gaining 129,500 new followers worldwide and over 22 million engagements from localized campaigns in China.

The tournament’s economic footprint in the Philippines was also significant. Local sources estimate total investment at around 25 million USD from public and private partners, along with substantial tourism and media returns. Philippine National Volleyball Federation President Tats Suzara stated that the event “has positioned the Philippines as an international volleyball destination and strengthened regional cooperation across Southeast Asia.” For the FIVB, the Championship represented a key step in its commercial strategy, focused on diversifying revenue through broadcast rights, sponsorship and direct-to-consumer digital subscriptions.

The tournament concluded with Italy defeating Bulgaria 3-1 in the final, closing a historic edition on and off the court. FIVB President Fabio Azevedo noted that “the 2025 World Championship once again proved volleyball’s ability to unite and grow in new territories.” Meanwhile, Volleyball World CEO Ugo Valensi emphasized that “the success in the Philippines confirms volleyball’s global value and the strength of its digital community.” The FIVB has already confirmed that Manila will host the women’s edition in 2029, reinforcing Asia’s central role in the sport’s expansion over the next decade.

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In China, the tournament reached more than 1.1 billion views across television and digital platforms. Prime-time coverage on CCTV5 drew over 500 million viewers, outperforming other benchmark events in the country’s sporting calendar.

The FIVB and ‘Volleyball World’ introduced for the first time a collaborative strategy with 20 content creators on Douyin, including former international players. This initiative generated an additional 638 million views, reached 140 million unique users and sparked nearly 31 million interactions, setting a new standard for digital engagement across sports federations.

Italy strengthens its role as a strategic market in Europe

The gold medal clash between Italy and Türkiye was followed by nearly 4 million viewers on RAI 1, representing a 33% share of the audience. These figures confirmed volleyball as one of the fastest-growing sports in the country, reinforcing its presence within the Olympic and federative competition calendar.

Throughout August, volleyball topped the national sports broadcast rankings in Italy, occupying the three leading positions ahead of other disciplines with strong Olympic traditions.

Türkiye reaches record-breaking national audiences

In Türkiye, more than 4.5 million fans watched the final live on TRT 1. This number surpassed other leading international competitions, consolidating volleyball’s position as one of the most prominent sports in the country in terms of audience and federative relevance.

On the digital side, the VBTV platform, powered by ‘Volleyball World’, recorded over 7 million views across the tournament. The semifinal between Italy and Brazil attracted 350,000 viewers, while the final reached more than 250,000, highlighting the growing demand for streaming services developed by international sports federations.

FIVB highlights volleyball’s growth and global connection

FIVB President Fabio Azevedo stated: “The 2025 Women’s World Championship has truly demonstrated the universal appeal of volleyball. Across multiple continents fans have embraced the excitement and drama of the tournament. These numbers reflect the deepening connection between our sport and its global audience and with the work that we are doing to develop the game even more, mainly via Volleyball Empowerment, we are sure that these numbers will only continue to grow.”

‘Volleyball World’ CEO Ugo Valensi added: “With this World Championship we’ve shown that volleyball can lead the way in how sport is delivered. By combining world-class broadcast production with fresh storytelling through streamers and digital platforms, we are setting a new standard for fan engagement. It’s about creating not just audiences, but communities that live and breathe the sport.”

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The host team’s preparation includes both equipment support and technical guidance. The International Federation has provided Gerflor Taraflex surfaces, commonly used in top-level competitions, and is backing a training plan led by Marcos Sugiyama, who took charge as head coach of the U21 women’s national team in December 2024.

Experience through to the end of the tournament

Surabaya, known for its passionate volleyball fan base and history as a host of major regional events, will welcome a Women’s World Championship in the U21 category for the first time. As Indonesia’s second-largest city, it offers a mix of sporting tradition and modern facilities.

A total of 24 national teams will take part in the championship. The opening phase will follow a round-robin format, with four pools of six teams each. The top four teams from each group will advance to the round of 16, beginning the knockout stage to determine places one through eight.

However, the format ensures that all teams will compete through to the end of the tournament. The bottom two teams from each pool will enter a separate playoff bracket to decide positions 17 to 24. This structure allows all participants to gain international experience regardless of their early results.

“Support has been key to the new cycle”

The Indonesian women’s team, which has only appeared once at the senior World Championship (in 1982), has remained active in Southeast Asian competitions and has taken part in 20 editions of the Asian Championship.

Organisers have highlighted that “Empowerment support has been key to planning this new competitive cycle,” aiming to strengthen both player development and the structure of the national programme.

The event comes at a time of growing enthusiasm for volleyball in Indonesia. With backing from the Empowerment programme and Surabaya’s role as host city, the country seeks to establish itself as a rising force in the global U21 women’s volleyball scene.

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From exhibition matches to community festivals, tree planting and television broadcasts, the World Volleyball Movement showcased its ability to create real impact beyond the court. The president of the FIVB, Fabio Azevedo, highlighted the joy of seeing children enjoying volleyball in stunning natural settings like Palau, reaffirming the sport’s potential to connect cultures and empower communities.

Global celebrations that inspire and transform

In Asia, the day was marked by massive celebrations: the Philippines held a symbolic exhibition at the SM Mall of Asia, while Bhutan launched the 2025 School Volleyball Cup with over 500 students. In Nepal, a community festival brought together hundreds of people, and in Jammu and Kashmir, exhibition matches were combined with empowerment talks. Even in Palau, an official visit by the FIVB coincided with a vibrant beach volleyball showcase, uniting locals and athletes from the Pacific Mini Games in an inclusive and festive atmosphere.

In the Americas, NORCECA extended celebrations into a week-long event, strengthening regional connection. Europe experienced a symbolic moment when France’s Olympic champions were honored by President Emmanuel Macron, while in Africa and South America, national federations used their digital platforms to highlight volleyball’s impact across all ages. Projects like the Brahmaputra Volleyball League in India linked physical activity with environmental care, planting over 1,500 trees with the help of more than 1,000 children. In this way, World Volleyball Day proved that sport can be a powerful tool for social change and sustainable development.

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The tournament takes place at a single venue: the Orange County Convention Center, a top-tier facility capable of hosting dozens of simultaneous courts. This centralized competition model allows for an intense experience for players and spectators, with thousands of matches spread across nearly a month. This year’s edition also coincided with World Volleyball Day (July 7), a date promoted by the FIVB to celebrate the unifying power of the sport across the globe.

A youth championship setting the global benchmark

Behind the event is the Amateur Athletic Union (AAU), one of the largest sports organizations in the United States, whose volleyball division has grown to become the association’s largest. Its president, Jo Mirza, highlighted the joint work with institutions and logistical partners to make an event of this scale possible. “It’s our most important sport and the one that has the biggest impact on communities, athletes, and families,” he said.

In addition to the thousands of matches played, the event generates significant economic and labor mobilization. According to organizers, more than 250 jobs are created during the championships alone, and annual benefits are projected to reach £336 million. Beyond the numbers, the tournament represents a unique opportunity for thousands of young talents aiming to compete at collegiate or professional levels. Year after year, the AAU Junior National Volleyball Championships not only grows in size but also in relevance within the international sports ecosystem.

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This leadership change comes at a strategic moment for Volleyball World, which is experiencing unprecedented momentum after volleyball’s exposure at the Paris 2024 Olympic Games. Currently, 800 million people worldwide engage with the sport, and Volleyball World content reached 1.8 billion views last year. This is further supported by the remarkable growth of its VBTV platform and social media channels, reinforcing volleyball’s global appeal.

A profile with global vision and transformative experience

During his time at Grand Slam Tennis, Valensi led key projects that strengthened fan-focused storytelling and expanded tennis’s commercial value. He played a central role in negotiating and developing Break Point, the Netflix documentary series that, for the first time, brought together the four Grand Slam tournaments, ATP, and WTA in a joint initiative. He also promoted a model of shared governance and an integrated digital strategy, laying the foundation for coordinated growth in elite tennis.

His experience will be crucial in a key year for Volleyball World, which will host the Men’s and Women’s World Championships in Asia for the first time, as well as the Beach Volleyball World Championships in Australia. With an eye on Los Angeles 2028, Valensi arrives with the mission to strengthen fan engagement, grow the global audience, and continue the organization’s commercial growth. Backed by the FIVB, CVC Capital Partners, and a solid team, his leadership aims to take volleyball to new heights.

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During the meeting, the FIVB shared its Strategic Vision 2032, which outlines a roadmap focused on pillars such as professionalism, integration, empowerment, and mass participation. This strategy seeks to position volleyball as a more accessible, innovative, and sustainable sport worldwide, aligning with global trends in technology, event organization, and environmental responsibility.

Innovation, development, and partnerships for volleyball’s future

The strategic session included senior representatives of the FIVB, including Steve Tutton, Alise Kessler, Yu Cao, Anna Manuelian, and Paulo Barone, as well as Peter Sprenger, President of Nevobo and Chair of the FIVB’s Game Technology and Innovation Commission. The exchange of ideas covered topics such as the application of new technologies in the game, the design of sustainable events, and opportunities for greater professionalization of volleyball internationally.

Representing the Orange Sports Forum, more than 15 companies and Dutch organizations linked to the sports, leisure, and entertainment sectors attended. With an active network of over 300 members, the OSF positions itself as a key platform to enhance the international presence of Dutch sport and promote synergies with sports federations worldwide. This meeting with the FIVB strengthens the joint commitment to raise organizational and technical standards in volleyball while fostering sustainable and innovative collaboration in the global sports industry.

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