The landscape of women’s sports is experiencing an unprecedented surge in both popularity and investment, and a new professional volleyball league is stepping onto the scene with a strong promise to capture the momentum. League One Volleyball (LOVB), the American professional volleyball league set to debut on January 8, has announced a groundbreaking $100 million in new funding from major investment firms Atwater Capital, Ares Management, and Left Lane Capital. This substantial funding marks a pivotal milestone for the league, bringing its total investment to more than $160 million—an impressive sum for a league that is entering a competitive market but aims to capitalize on the rapidly growing interest in women’s sports.
Here's ads banner inside a post
With high-profile investors such as Olympic skiing champion Lindsey Vonn, seven-time WNBA All-Star Candace Parker, actress Amy Schumer, and 14-time NBA All-Star Kevin Durant backing the league, LOVB is well-positioned to become a cornerstone of women’s professional sports. Kevin Durant, known for his investments in multiple women’s leagues, including LOVB, the National Women’s Soccer League (NWSL), and Athletes Unlimited, adds credibility to the league’s future prospects.
Here's ads banner inside a post
The announcement of this major funding comes on the heels of another exciting development in women’s sports: businesswoman Michele Kang, the owner of the Washington Spirit and a staunch advocate for women’s athletics, revealed her $30 million donation to U.S. Soccer over the next five years. Such investments reflect a growing recognition of the value of women’s sports, and the commitment to providing female athletes with the resources they need to thrive.
A New Era for Women’s Sports
“It’s so exciting,” said Katlyn Gao, co-founder and CEO of LOVB, when asked about the surge in investment in women’s sports. “It’s about time, don’t you think?” Her words resonate with many who have watched as women’s sports have been historically undervalued and overlooked. As more companies, investors, and high-profile individuals recognize the potential and appeal of these sports, it’s clear that women’s athletics are on the rise. Michele Kang echoed this sentiment in a statement earlier this week, expressing her dedication to elevating women’s soccer by delivering the support female athletes need.
Here's ads banner inside a post
Kang’s donation is not just a gift to U.S. Soccer; she views it as a call to action for others to follow suit. “I hope this investment serves as ‘seed capital’ and spurs other donors to follow suit,” Kang said, reinforcing the idea that investment in women’s sports has the potential to generate significant cultural and financial returns.
As women’s sports continue to experience rapid growth, the numbers tell a compelling story. A recent study released by The Collective, the women-focused, global impact and advisory division of Wasserman, forecasted that the valuations of WNBA and NWSL teams are expected to rise by an astounding $1.6 billion over the next three years. This surge in financial backing and growing interest signals that we are only beginning to see the scope of what’s to come in women’s sports.
The LOVB Vision
League One Volleyball, however, has a distinct strategy that separates it from other leagues in the United States. Unlike many sports leagues that often start with an existing infrastructure or a top-down approach, LOVB aims to build from the grassroots up. This model mirrors that of European soccer leagues, where teams and players are cultivated from local clubs before rising to professional status. LOVB already boasts 66 volleyball club locations across 26 states, with approximately 14,000 athletes in its pipeline.
In January, the league will officially launch with six professional teams, which will be the first of their kind in the U.S. In a country where volleyball has seen tremendous popularity—especially at the collegiate level, where more than 92,000 fans packed into Nebraska’s Memorial Stadium for a regular-season game—LOVB aims to fill the glaring gap in the sports ecosystem for women’s indoor volleyball.
“When we started five years ago, we had no idea this would happen,” Gao reflects. “LOVB was not an idea born out of a reaction to what’s happening around us. Volleyball is already incredibly popular in the U.S., with more than 400,000 girls participating, yet there’s been no major professional league for women. And yet, our athletes have been consistently medaling in the Olympics for over two decades.”
Indeed, the women’s national volleyball team’s success on the world stage has only reinforced the demand for a sustainable league that can support athletes year-round. By capitalizing on the sport’s existing grassroots infrastructure, LOVB is positioning itself to meet this demand in a way that no other league has done before.
Filling the Gap in Professional Women’s Sports
Another factor contributing to LOVB’s unique position is the absence of a major men’s indoor volleyball league in the U.S. While other professional leagues often mimic the structure of men’s leagues in their respective sports, LOVB does not face this constraint. It has the freedom to develop its league without the need to replicate existing male-dominated models, allowing the organization to tailor its structure to the unique needs of female athletes and fans.
“We’re launching a movement that can sustain a professional league,” said Gao. “Being connected to grassroots volleyball has always been our strategy, and this funding is just another signal that we’re on the right path.”
This approach has allowed LOVB to ensure a sustainable and growth-driven league from the start. With an eye on the future, the organization is focused not only on the current state of women’s volleyball but on what it can offer for the long-term development of the sport. As the league’s fan base grows, LOVB intends to expand its reach and create lasting partnerships with local communities, universities, and sponsors.
The Path Forward
With a growing roster of professional athletes and top-tier investors, LOVB is set to create a lasting legacy. Justine Wong-Orantes and Jordan Larson, two members of the U.S. national team who earned silver medals at the Paris Olympics, are among the talented players who will be featured in the league’s inaugural season. Their presence will surely bring even more attention to the league, which is aiming to shine a light on women’s volleyball like never before.
LOVB’s founders understand that the key to success is not just about creating a league but about creating an ecosystem—one that spans from grassroots participation to professional stardom. By embedding itself deeply within communities and maintaining a focus on youth development, LOVB hopes to make volleyball a mainstay in the landscape of American sports for years to come.
The upcoming launch of League One Volleyball is poised to make waves in the sports world. With a unique structure, high-profile backing, and a clear vision for the future, LOVB stands ready to join the ranks of other rapidly growing women’s sports leagues. As the league gets ready for its inaugural season, one thing is certain: the world is watching, and women’s professional volleyball is on the rise.
