Volleyball World has strengthened its commercial strategy for the Volleyball Nations League (VNL) by appointing Japanese advertising and marketing giant Dentsu as the commercial growth partner for the tournament’s Japan Round, in a long-term agreement spanning 2027 to 2032.
The partnership will see Dentsu oversee the VNL’s commercial rights in Japan, focusing on expanding sponsorship sales, delivering integrated marketing campaigns and creating innovative brand activations designed to enhance fan engagement across both live events and digital platforms. The collaboration is intended to accelerate the commercial development of one of volleyball’s most valuable markets while attracting new corporate partners to the competition.
The agreement combines Volleyball World’s global commercial rights expertise with Dentsu’s deep understanding of the Japanese market and extensive network of domestic and international brand relationships. By leveraging these strengths, the two organisations aim to unlock new revenue opportunities and further elevate VNL’s commercial profile in Japan.
The move reflects Japan’s growing importance within the global volleyball ecosystem. Volleyball World reported that attendance at the VNL Japan Round rose by 38% between 2023 and 2025, while every home VNL fixture involving Japan’s men’s or women’s national teams has sold out since 2022. Combined with consistently strong television audiences and the continued rise of Japanese players on the international stage, the market has become a key driver of the sport’s commercial expansion.
Commenting on the partnership, Ugo Valensi, CEO, Volleyball World, said, “Japan continues to set the benchmark for volleyball fandom, with outstanding support for both the national teams and the VNL. We’re delighted to welcome Dentsu as our Commercial Growth Partner for the VNL Japan Round. Their expertise, market knowledge and strong relationships across the Japanese business community will help unlock new commercial opportunities and elevate the fan experience of volleyball in Japan.”
Chisato Matsumoto, Representative Director, President and CEO, Dentsu Inc., added, “As a growth partner of Volleyball World and the FIVB, I am deeply honoured to contribute to the development of the Nations League and volleyball as a sport. Leveraging the sports business expertise and domestic and international networks we have cultivated over the years, we will create new experiential value that connects fans, businesses, and society, and help foster a ‘passion for volleyball.'”
The partnership reinforces Volleyball World’s strategy of working with leading regional agencies to maximise the commercial potential of its flagship competitions, with Japan continuing to play a central role in the organisation’s long-term international growth plans.
