by Sportswriters Lu Xingji, Wang Jingyu

PARIS, Aug. 9 (Xinhua) -- Asia is key to volleyball's future, in which commercial strategies will play a crucial role, said Ary da Silva Graça Filho, President of the International Volleyball Federation (FIVB) said on Friday.

In an interview with Xinhua, Graça expressed deep satisfaction with the volleyball and beach volleyball competitions in Paris, but his thoughts quickly turned to the broader picture: the increasing number of nations competing at a high level on the world stage.

"Take the French women's volleyball team, for example. The French side ranked quite low globally not long ago. But through their participation in the Volleyball Nations League, they've rapidly improved.

"There are now 199 countries and regions involved in volleyball," he noted. "Out of these, I believe at least 120 have a competitive edge. The overall standard of global volleyball is improving, and even the countries just beginning to invest in the sport will see substantial progress within a decade."

"The level of this competition, compared to when I was a player on the national team, is fantastic. It's almost like a different sport," he added.

One of the standout point of the Paris Olympics was the beach volleyball venue, dramatically set beneath the Eiffel Tower. With nightly light shows enhancing the spectacle, the juxtaposition of competitive intensity and Parisian elegance was striking.

Graça was visibly pleased with this setup, seeing it as a testament to volleyball's growing global appeal and an opportunity to introduce the sport to a broader audience.

In a bid to further promote the sport, the FIVB commissioned an artist to capture the essence of the beach volleyball matches in Paris. These paintings will be auctioned, with proceeds going to the FIVB's Volleyball Foundation. The foundation aims to support the global development of volleyball, particularly in underfunded regions of the Third World.

Graça's commitment to using volleyball as a tool for social change is not new. During his tenure as President of the Brazilian Volleyball Association, he successfully launched a program called Viva Volleyball, which promoted the sport in disadvantaged areas by securing investments from wealthy benefactors. Now, as the head of FIVB, Graça continues to emphasize the need for effective commercial strategies.

"I have always put volleyball first, but we must also think commercially," he stated. "You need to shift your mindset because without financial resources, nothing gets done, and the sport won't garner the respect it deserves. The success of volleyball at the Olympics, whether in terms of venue placement or ticket sales, is directly tied to the respect the sport commands."

Three years ago, under Graça's leadership, FIVB took a bold step by partnering with private equity firm CVC. This collaboration led to the creation of Volleyball World, a commercial entity responsible for key tournaments like the Volleyball Nations League and the World Championships. Volleyball World also launched VBTV, a dedicated streaming platform for volleyball content.

Reflecting on this move, Graça described it as both innovative and highly profitable. Volleyball World's market value has since grown, enabling the sport to reach new heights in both competition and global reach.

Looking ahead, Graça sees Asia as the key to volleyball's future.

"Asia is the future of volleyball," he said. "Our negotiations with China are going well, and we're also engaging with India. Together, we're talking about a market of nearly three billion people!"

Graça is particularly optimistic about the potential in China. He envisions the development of a more competitive and comprehensive volleyball league in the country, one that encompasses not only the famous women's volleyball but also the men's league and beach volleyball.

As for other Asian nations, Graça acknowledges the challenges ahead, particularly in conveying the importance of commercial development. Yet, as volleyball continues to gain popularity worldwide, Graça finds that these conversations are becoming increasingly fruitful. Enditem

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