The agreement with the International Volleyball Federation (FIVB) will see the Japanese car manufacturer become the title sponsor of the sport's leading events, including this year's Beach Volleyball World Championships in Poland and the 2014 women's World Championships in Italy.

They will also be the sponsor of the World League, the World Grand Prix and the Club World Championships.

The deal is the first signed since Brazilian Ary Graça became the new President of the FIVB last September.

"For the first time ever, the FIVB has signed a partnership with an international brand across both disciplines," said Graça (pictured top) here as he launched the sponsorship.


"This step represents a major milestone for the FIVB and it is part of the new era for the Federation following the success of our sport at London 2012.

"Honda will help us to accomplish our mission to ensure excellence in all aspects of the sport.

"The FIVB is committed to constantly innovating our sport to make it more spectacular, entertaining and engaging for fans, whichever way they consume the sport.

"Our aim is to provide sports entertainment for live audiences through all forms of traditional and new media platforms." 

The FIVB has also employed Michael Payne, the former head of marketing at the International Olympic Committee (IOC), as a consultant to help advise them in the build-up to Rio 2016.

The sport is expected to be one of the most high-profile at those Games as it is the one where Brazil has won more Olympic medals than any other, a total of 20, including six gold. 

This total included four medals at London 2012, with the women winning the indoor title for the second consecutive Games.


"The reason I accepted the challenge was because of the vision for the future," said Payne.

"Beach volleyball will be the 'poster child' of Rio 2016 played on Copacabana Beach.

"They are already at the forefront of the entertainment market."

Graça now hopes to introduce many of the aspects which have made beach volleyball so popular to the indoor version of the sport.

This includes making matches shorter.

"Beach volleyball has been at the forefront of entertinament," said Payne. 

"But indoor volleyball hasn't introduced the same entertainment experience around the sport."

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