What's Happening?
Three-time Olympic gold medalist Kerri Walsh Jennings has announced her decision to co-own an expansion team in Major League Volleyball (MLV), the NorCal Rumble, set to debut in 2027. This move signifies her alignment with MLV over its competitor, League One
Volleyball (LOVB). Walsh Jennings, a Bay Area native and former Stanford volleyball player, will co-own the franchise with venture capitalist Theresia Gouw and Sacramento Kings owner Vivek Ranadivé. Her choice is primarily driven by MLV's ownership model, which she describes as more traditional to U.S. sports, where teams are individual franchises owned by separate entities. In contrast, LOVB operates as a single-entity structure, with the league owning all its teams. Walsh Jennings believes MLV's independent franchise model fosters greater competitive spirit and leverages the intellectual property and wisdom of individual owners. Both leagues are expanding, with MLV adding four teams to reach 12 next year, and LOVB expanding into four new markets, including Los Angeles and San Francisco, to reach a total of 10 teams.
Why It's Important?
The decision by a prominent figure like Kerri Walsh Jennings to back MLV highlights a fundamental difference in business models within professional sports leagues in the U.S. MLV's franchise-based ownership, similar to the NFL, NBA, and MLB, allows for independent team operations and local market engagement, potentially fostering deeper community ties and diverse investment. This structure could attract more entrepreneurial owners who seek direct control and financial upside from their teams. Conversely, LOVB's single-entity model, akin to MLS and NWSL, centralizes control and can streamline operations, national partnerships, and media rights. However, it may limit individual team autonomy and local revenue generation. The competition between these two models will likely influence the growth trajectory and financial viability of professional volleyball in the U.S., impacting player opportunities, fan engagement, and the overall commercial landscape of the sport. The success of either model could set a precedent for emerging sports leagues.
What's Next?
Both Major League Volleyball (MLV) and League One Volleyball (LOVB) are set for significant expansion in the coming year. MLV plans to add four new teams, including the NorCal Rumble, bringing its total to 12. LOVB will also expand into four new markets, increasing its team count to 10. LOVB is undergoing an internal transformation, shifting most business operations, such as local sponsorships, marketing, ticketing, and venue logistics, to individual teams, while retaining control over national partnerships and media rights. This move suggests a partial adoption of a more decentralized approach, potentially in response to the perceived benefits of MLV's model. The performance of these new teams and the effectiveness of LOVB's operational adjustments will be crucial in determining which league gains a stronger foothold in the professional volleyball market. The rivalry is expected to intensify as both leagues vie for talent, fan base, and commercial success, ultimately shaping the future of professional volleyball in the United States.
Beyond the Headlines
The 'volleyball war' between MLV and LOVB extends beyond mere competition for athletes and fans; it represents a fascinating case study in sports business strategy and organizational philosophy. The contrasting ownership structures—franchise-based versus single-entity—reflect different approaches to risk, investment, and growth in professional sports. MLV's model emphasizes individual ownership and local market development, potentially fostering a more diverse and competitive ecosystem. This could lead to greater innovation at the team level and stronger community integration. LOVB's single-entity structure, while offering centralized control and potentially greater financial stability through shared resources, might face challenges in fostering local identity and entrepreneurial drive. The long-term success of either model will depend on its ability to attract sustained investment, cultivate a loyal fan base, and provide a compelling product. This dynamic rivalry could also influence how other emerging sports leagues choose to structure themselves, offering valuable insights into the optimal balance between centralized control and decentralized autonomy in professional sports.
