Insider Sport sat down with Volleyball World CEO Ugo Valensi to discuss the federation’s 2026 blueprint, from record-breaking attendances to a 100% global partner renewal rate, the commercial boom in the women’s game, and how landmark events through to LA28 will reshape volleyball’s world stage
Few sports have undergone a more rapid commercial and cultural rise in the past five years than volleyball. From packed arenas across Asia and Europe to surging digital audiences in the Americas, the sport has built a genuinely global footprint powered by a young fanbase and a modern, tech-driven broadcast model.
Volleyball World, the commercial vehicle formed by the FIVB and CVC Capital Partners, sits at the centre of this transformation, steering the sport’s media, events and sponsorship strategy as it moves toward a pivotal pre-LA28 cycle.
In a year marked by record attendances, unprecedented streaming growth and a 100% global partner renewal rate, CEO Ugo Valensi believes the organisation is entering 2026 with uncommon momentum.
In this exclusive interview, he outlines the key metrics behind volleyball’s expansion, how Volleyball World is reshaping its media distribution, which markets are driving the women’s boom, and what fans and host cities can expect from the next phase of the sport’s evolution.
In one sentence, what is Volleyball World’s mission going into 2026, and the single KPI you want to be judged on in the next 12 months?
Our mission is simple, to elevate volleyball’s competitions into world-class stages for our athletes and unforgettable experiences for fans live and digital. The KPI we want to be judged on this year is sustained growth in global fan engagement across all platforms.
What were your headline 2025 numbers we can publish – global reach, top five markets, average match audience, in-venue attendance—and how do they compare year on year?
2025 was a year of real global acceleration for Volleyball World. Attendance at the Volleyball Nations League (VNL) grew by 15% for the men and 19% for the women, and our new 32-team World Championship format delivered a record 16,000 fans for the Men’s Final. Our partnership with Douyin unlocked extraordinary reach with 31.5 million viewers for the Men’s World Championships and 130 million for the Women’s edition.
Digitally, the momentum was even stronger VBTV subscriptions doubled year on year, watch time rose 160%, daily active users on the new VBTV app increased 80%, and our redesigned website drove 35% more sessions. Collectively, these results show the power of our global, digital-first strategy, and the scale at which we’re expanding the sport as we enter 2026.
Where will fans be able to watch free-to-air next season versus pay platforms, and why? Any markets where you’ll prioritise reach over revenue?
Our distribution model next season is built for reach and relevance. It balances free-to-air, pay TV, streaming platforms and VBTV, our most accessible and comprehensive home of volleyball available at affordable pricing in 98% of markets. In countries where we’re accelerating growth, we will lean into free-to-air visibility, while in more mature markets we’ll prioritise a mix of FTA and paid TV/streaming platforms.
At the same time, we’re expanding our footprint with key streamers to reach younger audiences and ensure volleyball is always available on the platforms fans use most. There is no one size fits all approach, the strategy is precision- built market by market.
Which sponsorship categories are renewing fastest, which are you targeting for 2026, and what’s your current partner renewal rate?
We will go into 2026 with a 100% renewal rate across all global partners, which shows the strength of our commercial model and long-term value. Every major partner is committed through 2026 or beyond, including recent multi-year extensions with Mikasa, Ganten, Gerflor, and Mizuno.
We also secured major new deals in key markets. In Turkey, both Vodafone and Amazon joined our portfolio – Amazon’s first-ever sports sponsorship in the country. In the US, we launched a category-first partnership with Firstrade, and in Southeast Asia we continue to grow with consumer brands like Hatari and SPONSOR.
Looking to 2026, we are targeting categories that benefit most from our digital-first strategy and broadcast innovation, especially as we expand our virtual overlay inventory and create deeper, year-round partner integrations.
What does a successful host city look like in financial and fan terms (deal length, guaranteed sessions, average ticket yield), and which new hosts are confirmed for 2026?
A successful host city is a true partner, one that invests not only financially but culturally, by engaging its community and helping create an exceptional fan experience. The strongest hosts activate the entire city around the competition, make it easy and exciting for global fans to travel, and elevate the event through culture, tourism, music, and local energy that resonate both inside and outside the venue.
Our full 2026 Beach Pro Tour and VNL calendars will be confirmed in the coming months. Looking further ahead, the 2027 World Championships are set for Poland (Men) and the US and Canada (Women), while the 2029 editions will take place in the Philippines (Women) and Doha (Men).
Demand for the 2031 and 2033 cycles is already very strong, and we are excited about what’s to come.
Where is the women’s product outperforming commercially, and how are you reallocating investment to capture that demand?
Commercially, the women’s product is outperforming in several high-growth markets, most notably the US, Thailand, China, Türkiye and Brazil, where we’re seeing exceptional momentum in fan demand, digital engagement and sponsor interest.
We’re reallocating investment directly into these markets through stronger athlete storytelling, deeper local marketing, expanded digital and VBTV content, and enhanced live event experiences. We are also watching emerging hotspots like Japan. Our approach simple: invest where momentum is strongest and use those markets as global amplifiers for the women’s game.
The three changes that most improved watchability this year (match presentation, formats, vertical video, language localisation)—what’s sticking for 2026?
This season we made real strides in watchability with better match presentation, expanded language localisation, upgraded TV graphics, higher broadcast quality, and improved storytelling across live matches. These are now foundational for 2026.
We’re also keeping the innovations that fans loved most: enhanced award ceremonies, vertical-first content, streamer-friendly live distribution, and a stronger digital ecosystem with richer stats, fantasy games, live modules and fan voting in the app. Next year, we’re investing further in the in-venue experience, so what fans see in the arena and on screen feels unified, premium and more engaging than ever.
What’s the plan for the US and Americas through LA28, and which APAC or Middle East markets are priority, with one concrete milestone and date we can cite?
Our strategy for the US and the Americas through LA28 is anchored by a key milestone: the 2027 Women’s World Championship, co-hosted by the US and Canada, with the finals in Anaheim, California, the volleyball venue for LA28. This event is central to our long-term growth plan in North America.
In APAC, our focus remains firmly on Asia: Japan, China, Thailand and the Philippines. These are all recurring VNL hosts and high-momentum markets, with the Philippines successfully hosting the 2025 World Championships.
In the Middle East, we recently confirmed another major milestone with the first Men’s World Championship in the region, taking place in Qatar in 2029.
