Level 1 Volleyball (LOVB) to launch professional season in January 2025 as youth sport becomes a lucrative field
League One Volleyball (LOVB) has secured $100 million in new funding led by female-founded private equity firm Atwater Capital ahead of the start of the LOVB professional season in January 2025 in Atlanta, Georgia.
Existing investors Ares Management and Left Lane Capital also participated in the new round.
The volleyball league has raised $160 million to date, with backers including professional athletes Lindsey Vonn and Candace Parker, as well as comedians Amy Schumer and Chelsea Handler, Kevin Durant and Rich Kleiman’s Boardroom Sports Holdings.
In 2024 alone, LOVB doubled the size of its youth program and expanded to 58 clubs in 26 states and provided nearly $750,000 in financial assistance to aspiring athletes through the LOVB Foundation.
“We believe LOVB has the potential to lead the next era of youth and professional sports,” said Vania Schlogel, CEO and founder of Atwater Capital. “This investment is not just about driving growth or generating financial returns, but about creating an environment where A platform where women and youth athletes can truly thrive. By leveraging our expertise in media and entertainment, we’re excited to expand LOVB’s reach and deliver compelling stories and experiences that engage in new and exciting ways. Volleyball fans and inspiring the next generation of outstanding athletes.”
Earlier this year, Tonal partnered with LOVB to provide volleyball-specific training programs and equip its clubs with smart home fitness equipment. In October, LOVB announced the construction of a new state-of-the-art training facility in Omaha, Nebraska, to support volleyball players of all ages and include 10 premium courts and a new facility with two cold water tubs and ice making Training room for machines and stem machines.
The volleyball ecosystem has attracted partners such as Adidas, which will outfit LOVB’s professional athletes for the coming season, and ESPN, which has an exclusive media rights deal with the league to broadcast games on linear networks and digital platforms.
“The original idea behind LOVB was to introduce an ecosystem approach from youth to professional players from the beginning, but what we’ve achieved with LOVB is to empower athletes throughout their entire volleyball journey,” said LOVB Co-Founder and CEO. Provide championship opportunities,” said CEO Gao Lin. “We believe this is the next wave of sports, building career pathways from the grassroots up. By connecting our club athletes with our professional players, we are supporting the next generation of players and creating connections unparalleled by other leagues. With the movement of volleyball volleyball continues to grow in size and popularity, and we are proud to roll up our sleeves with leading investors such as Atwater, Ares and Left Lane Capital to make volleyball the next big league.”
Youth sports have become an emerging field in 2024. In addition to LOVB’s focus on youth to professional players, NFL player Kirk Cousins has partnered with youth sports performance training center ETS Performance to launch two new facilities in Michigan as a hub for older athletes 8 a.m. to 18 o’clock. Meanwhile, athletic training franchise D1 Training has laid the foundation for rapid expansion of its brand in the United States, serving both children and adults. The team attracted NFL players/brothers Sammy Watkins and Jaylen Watkins as well as former New Orleans Saints tight end Josh Hill ) and other partners.
