Despite extensive promotion and significant logistical efforts, the 2025 FIVB Beach Volleyball World Championships in Adelaide have struggled to attract large crowds. Held at Memorial Drive in North Adelaide, the event has seen sparse attendance, with Ticketek data indicating that weekday matches had many empty seats. Friday night’s session drew approximately 2,300 spectators, well below the venue’s capacity of 4,000.
The championships, which run from November 14 to November 23, are expected to see a surge in attendance for the finals over the weekend. Volleyball Australia Chief Executive Andrew Dee expressed optimism, stating, “We are expecting to fill the house on Friday and Saturday,” and described the event as a unique opportunity for South Australians to witness world-class athletes.
Efforts to Boost Engagement
Dee emphasized the scale and quality of the event, noting the impressive technology and production value. “I was blown away when I got here. The amount of technology and the size and quality was amazing. The same people who worked on Olympic production were here,” he said. The event aims to showcase South Australian beach culture and provide a unique entertainment experience.
Despite these efforts, the state government, a partner in the event, has been less vocal. Tourism Minister Zoe Bettison, who has previously promoted the championships, did not respond to media inquiries by the deadline. Dee remains hopeful that the global appeal of beach volleyball will draw more spectators in the coming days.
Global Appeal and Local Impact
Highlighting the sport’s international popularity, Dee remarked, “This is a global sport, around 900 million people play it. More countries compete in the FIVB than there are members in FIFA.” The tournament features over 190 top athletes from more than 50 nations, including Paris Olympians Izac Carracher and Mark Nicolaidis, who are significant draws for fans.
Despite challenges in securing sponsorships, Dee is confident about the event’s financial viability. “Sponsorship cash is difficult to find, but I think we will break even,” he said. The championships contribute to Adelaide’s reputation as a host of high-profile events, alongside LIV Golf and AFL fixtures.
Creating a Festival Atmosphere
The event is designed to offer more than just volleyball, with a festival atmosphere at The Drive and Pinky Flat, transformed into the Central Beach District. The precinct includes the Scape Beach Club, food trucks, and bars like Pirate Life and Hidden Sea, along with interactive activities and live music.
Dee highlighted the intimate, athlete-focused experience, with smaller courts providing fans an up-close view of the action. “Courts two and three are deliberately smaller and very athlete-centric. It offers a unique up-close opportunity for people to experience the sport,” he said.
Long-term Goals and Community Engagement
The championships have also engaged the local community, with over 1,200 South Australian school students attending through an excursion program in partnership with the Australian Olympic Committee. This initiative is part of a broader strategy to grow the sport locally.
Adelaide-based athletes, training through the South Australian Sports Institute, add a local connection to the event. Dee praised the commitment, stating, “It is a great commitment and an initiative that is renowned around the world.”
As the championships progress, organisers remain hopeful that the blend of elite competition and vibrant festival atmosphere will draw more spectators, ensuring the event’s success and leaving a lasting impact on Adelaide’s sporting landscape.
