Malibu Rum Suits Up With Pro Beach Volleyball

Malibu Caribbean Rum joins the Association of Volleyball Professionals’ Crocs Tour, a beach volleyball competition touring across the U.S. through late September, as the official and exclusive spirits sponsor.

“Volleyball and Malibu are a natural partnership, given the evocative nature of both in elevating the summer experience,” said Lisa McCann, senior brand manager, Malibu Rum, in a statement. “We feel this partnership is perfectly aligned with Malibu’s vibrant and energetic island spirit, and is a fantastic opportunity for the brand to engage and sample consumers in a relevant environment.”

The AVP tour features 150 of the top male and female pro beach volleyball athletes, and will travel to 16 venues over the course of the summer months.

Malibu will be integrated into nationally televised AVP events airing on NBC, FSN or Universal Sports. On-site support at events includes signage, a Malibu “Get Your Island On” cabana in the sponsor village where guests (legal drinking age and up) can participate in interactive games, contests, promotions and sample Malibu cocktails. VIP guests will get to meet the pro players.

Malibu is supporting the program with local advertising in regions the tour visits, along with on-premise bar night activity and retail display materials. The Malibu brand is distributed in the U.S. by Pernod Ricard, based in Purchase, N.Y.