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What do Red Sox and beach volleyball have in common?

BOSTON (AP) - Fenway Sports Group, Boston Red Sox principal owner John Henry's sports marketing firm, is bringing the region's first sanctioned professional beach volleyball tournament to the Boston area this summer.

The event scheduled for August 16 to 19 in Quincy is a test by Fenway Sports to see whether the area's interest for beach volleyball is large enough to warrant expanding its relationship with AVP Pro Beach Volleyball Tour Inc.

"This is an event that, in and of itself, is not a huge financial play," said Mike Dee, Fenway Sports president. "If this goes well, we would also look to potentially expand our relationship with the AVP into other markets."

Dee said the tour is expanding and the popularity of the sport is growing.

The event is expected to draw up to 18,000 fans to watch more than 100 pro volleyball players compete for $280,000 in prize money.

Fenway Sports has evolved from being a marketing tool for the Red Sox to a national sports power that produces a PGA Tour event and is part owner of a NASCAR team. But the alignment with AVP is the first time the group has partnered with a sport that is not firmly established. AVP has not been profitable since 2001.

AVP chief executive Leonard Armato thinks pro volleyball can be successful in New England.

Posted by Mike McDermott  at 1:44 PM | Permalink