In Year 2, bigger beach volleyball fest, and Rude
By JIMMY GOLEN, AP Sports Writer
Updated 4:59 pm, Wednesday, July 16, 2014
FILE - In this Aug. 7, 2012, file photo, Misty May Treanor, right, dives near her USA teammate Kerri Walsh Jennings during a women's semi-final beach volleyball match against China at the 2012 Summer Olympics in London. The World Series of Beach Volleyball, featuring athletes including Walsh Jennings, will run from July 22-27 in Long Beach, Calif. Photo: Dave Martin, AP
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Former beach volleyball commissioner Leonard Armato interrupted a telephone interview to play a song from his computer, explaining: "I thought that would be better than me singing it myself."
The song, "Rude," had recently climbed to the top of the Billboard Hot Digital Songs chart, and Armato was so excited about bringing the reggae group Magic! to this summer's World Series of Beach Volleyball that he couldn't resist. In its second year, the event is planning an expanded music festival mixed with the sandiest, sexiest sport in the Olympics.
"We're trying to appeal to pop culture in a way that hasn't been done before," said Armato, who along with running the AVP domestic tour has also been an agent with clients including Shaquille O'Neal and Oscar De La Hoya. "It's just a matter of how much we're going to push the envelope beyond last year."
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