Date of Award

7-31-2018

Document Type

Thesis

Degree Name

Bachelor of Arts (B.A.) in Graphic Design and University Honors

Department

Graphic Design

First Advisor

Briar Levit

Subjects

Sports -- Social aspects, Professional sports -- United States, Volleyball -- Marketing -- United States, USA Volleyball (Organization)

DOI

10.15760/honors.673

Abstract

Volleyball is a sport that started off in the United States and has been around for over a hundred years, yet lack of media coverage, sponsorship, and cultural significance, has made volleyball a second-tier sport in the minds of many Americans. Over time, there have been multiple efforts in establishing a professional volleyball league in the United States, yet limited financial resources caused an end to those attempts in 1987 and then again in 2002. At the beginning of 2017, Jamie Davis who was previously involved with the sports entertainment industry became the CEO of USA Volleyball, which gave hope to the professional league restarting sufficiently with Davis’ support and connections. Throughout the year of 2017, Davis has been pushing his goal of establishing the professional league by 2020 Olympics, and in his interview he said that he underestimated the potential in the sport before becoming the CEO and from learning more about the organization and people’s involvement he really believes this time USA Volleyball will succeed. Currently, the non-participating audience simply does not understand the rules and the play. A big factor in making this effort possible is educating the public about the sport, so next time they see a game in action they can comprehend it.

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