The Business & Pleasure of Sports

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Nivea partners with AVP Tour, which returns to Fort Lauderdale this weekend

The AVP Tour hasn’t had a pro tour stop on Fort Lauderdale Beach since 2006. The beach volleyball tour returns this weekend with a new look and title sponsor. Oh, and gold medalist Misty May-Treanor, who missed last season because of an injury suffered training for Dancing With the Stars.

Nivea, the world’s largest skin care brand, signed a five-year deal with the tour, last month. The deal makes Nivea the exclusive skin and personal care product of the tour and turns the tour's dominant color from yellow (for Crocs, which was the tour's previous title sponsor) to blue.

The 12-stop tour starts Friday through Sunday at the AVP Nivea Tour Gatorade Fort Lauderdale Open. May-Treanor (wife of former Marlins and current Texas Rangers catcher Matt Treanor) returns to the tour with a new partner, Nicole Branagh, since her usual partner Kerri Walsh is pregnant with her second child.

Nivea is using the tour - where plenty of skin is exposed -- to promote its Happiness line of products, including the Happy Sensation Body Lotion and Touch of Happiness Body Wash.

"Through our partnership with the AVP, Nivea will have a unique opportunity to spread happiness to the U.S., from coast to coast and across the country where beach volleyball fans will gather to enjoy happy days of sand, outdoor, fun and play," Nicolas Maurer, vice president of marketing for Nivea manufacturer Beiersdorf, said in a statement.

ESPN2 is to televise the women's final at 5:30 p.m. Sunday. For more information, visit

Categories: Olympics (3), Volleyball (1)

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About the author
CRAIG DAVIS In more than 33 years at the Sun Sentinel, Craig Davis has written about a wide variety of sports topics from baseball to yachting, fishing to triathlons, and also worked as a copy editor and page designer. Recently he reported on local sports, including running, swimming, cycling, equestrian and beach volleyball. He enjoys sports as a participant as well as a spectator, is active in the South Florida running scene plays in the curling club at Saveology Iceplex. This blog offers a glimpse at the business side of sports in the interest of enhancing enjoyment of the games and sporting options as a spectator as well as a participant.
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