In recent times, women's volleyball has been making waves and capturing headlines in major media outlets across the globe.
The news of a record-breaking attendance at Memorial Stadium in Nebraska, with a staggering 92,032 spectators, took many by surprise. Even prestigious news outlets like the BBC felt compelled to cover the event. However, this extraordinary feat didn't come as a shock to me. Instead, it reaffirmed my unwavering belief that volleyball, a sport to which I've dedicated a significant portion of my life, deserves far greater recognition.
Having spent 12 years working for the International Volleyball Federation (FIVB), I have firsthand experience with the marketing and commercial aspects of the sport. Notably, in 2014, we set a volleyball attendance record at the opening of the Men's World Championship, drawing a crowd of 62,000 at the Warsaw football stadium. Older fans even recall a Brazil-USSR match in the 80s at the Maracanã stadium in Rio, where approximately 100,000 people attended. Such accomplishments are truly remarkable but rare.
During my time as the Head of Marketing at FIVB, we pondered over how to elevate volleyball to a meaningful part of pop culture, fashion, and music, in addition to its aesthetic appeal and existing popularity (approximately 850 million fans worldwide, as per Nielsen research). We deliberated on how to attract partners and secure a top position in the hearts and minds of fans, sponsors, and more. We strived to identify the sport's unique attributes and sought ways to become a prominent entity in the commercial landscape, shaking off the tag of an "invisible sleeping giant."
In marketing, there's a concept known as an association brand – the first thing that comes to mind when thinking about a product, brand, or, in this context, a sport. If these associations lean negative, marketers employ various strategies to reshape public perception. Everyone aspires to be the "top of mind," the most significant entity in the thoughts of fans, consumers, or potential sponsors.
Many people initially associate volleyball with school experiences, often recalling negative memories such as arm bruises. Changing the perceptions of those who make decisions can be challenging if their first encounters with the sport were less than positive – perhaps grappling with the game's techniques or enduring lingering pain from physical education classes. However, for those who push through the initial discomfort, refine their skills, and delve into the essence of the game, they discover an enduring love for its beauty and the incredible team dynamics on the court. Volleyball has a way of capturing one's heart forever.
Women's volleyball has long been the driving force behind the International Volleyball Federation, securing lucrative commercial contracts in the Asian market, where the sport consistently garners significant interest, especially in countries like Japan, China, Thailand, and the Philippines.
The demographic breakdown of the volleyball audience is roughly balanced between males and females. Considering the current surge in the popularity of women's sports and the immense success of the FIFA Women's Football World Cup, it would seem logical for commercial companies and brands to enthusiastically embrace volleyball. However, they predominantly focus on traditional sports such as football, basketball, and rugby, even when seeking to invest in women's variants. These decisions are often made by men, contributing to this bias.
It would be refreshing to see this bias challenged, as volleyball is currently in vogue. Even the iconic Barbie has taken up volleyball in a popular blockbuster movie of the same name. I hope that this newfound attention isn't merely superficial and that it genuinely fosters an interest in the sport of volleyball. Playing volleyball is now seen as trendy and cool, providing a sense of belonging to a unique community and lifestyle. Almost every volleyball player carries a bit of Barbie in their hearts, setting them apart.
During the European Women's Championship held in Belgium, Istanbul featured an impressive fan zone with a large screen broadcasting matches involving the Turkish national team. The sheer number of attendees astonished even seasoned volleyball players. When the Turkish women's team clinched their first European title, Istanbul erupted into celebration.
Two incredibly talented Japanese volleyball players, Ran Takahashi and Yuki Ishikawa, recently graced the cover of a fashion magazine in Japan.
These players have gained such immense popularity that additional security measures are needed during Japanese national team matches, especially to cater to their fervent female fans. In Japan, an entire volleyball subculture has emerged under the influence of the anime series Haikyu!!, where leading volleyball players serve as prototypes for the main characters. This manga adaptation is extremely popular among young people, motivating them to take up volleyball. It has created a unique pop culture that influences fashion, hairstyles, games, and more.
Italian sensation Paola Egonu also made waves in the fashion world as the face of Giorgio Armani.
There are numerous such examples, but the number of recognizable faces or stars in volleyball remains limited. Only a handful of volleyball stars boast more than a million followers on Instagram.
Volleyball is gradually but steadily moving in the right direction, yet it still requires a push and more attention. The sport possesses all the prerequisites to shed its image of dusty school halls and claim its rightful place among the most popular sports. It's heartening to see that the vision we had while developing various projects and marketing campaigns is yielding positive results.
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