Gulf Shores extends NCAA Beach Volleyball Championship through 2031

GULF SHORES — The NCAA National Collegiate Beach Volleyball Championship will likely remain in Gulf Shores through 2031 thanks to a new agreement between the Alabama Gulf Coast Convention & Visitors Bureau (CVB) and Alabama’s Beaches Sports & Events (AB Sports & Events).

The multi-year commitment formalizes the city’s role in hosting the nation’s premier collegiate beach volleyball tournament and ensures continued investment in the community and the championship’s growth. The memorandum was discussed during a Gulf Shores City Council work session on July 21.

“The CVB went out to bid and was able to successfully attract the NCAA National Beach Volleyball Championship for the years 2027 through 2031,” said Grant Brown of the city’s Recreation and Cultural Affairs Department.

According to a letter of agreement dated July 15, AB Sports & Events and the City of Gulf Shores agreed to terms that will provide financial and in-kind support for the event, scheduled annually May from 2026 through 2031. Gulf Shores has already served as the championship’s host for nine consecutive years.

Under the agreement, the City of Gulf Shores commits up to $190,000 per year toward venue upgrades, goods and services required for staging the championship.

“The money that we are going to put into our budgets is really to help expand and improve the site … in order to continue to host such a premier event on our beaches,” Brown said.

This includes providing the venue and necessary permits at no cost to the NCAA, AB Sports & Events or the event producer, HOMF LLC. The city will also supply infrastructure and operational support, such as bleachers, custodial services, weather tracking systems and water access — all free of charge.

In turn, AB Sports & Events will oversee the execution of the event, covering production costs, coordinating with the NCAA and HOMF LLC and managing staff, volunteers and housing arrangements. The organization will also invest up to $50,000 annually in advertising and local media promotion to enhance the championship’s visibility and community engagement.

Both parties will operate as independent contractors, and any changes must be agreed upon in writing.

Through an existing memorandum of understanding, ESPN will continue to televise the tournament nationally.

“They do have an agreement with ESPN to televise us, which is a great opportunity for us to showcase our beaches on a nationally televised event,” Alabama’s Beaches Sports and Events VP of Sales Michelle Russ said.

Gulf Shores Mayor Robert Craft added: “With ESPN continuing there, it exposes our world to the rest of the world.”

The event also proves to provide benefits beyond tourism and within the local community. 

“These collegiate athletes really showcase to our youth athletes what it looks like to be at the next level for beach volleyball, which is really awesome,” Russ noted. “It gives opportunities for our local students and organizations to fundraise through our volunteer program, and it’s a nationally televised college event right here in our backyard that we can all enjoy.”

While the event doesn’t generate direct profit for the city, officials say its value lies in long-term exposure and branding. Brown was responding to a question from an audience member when he explained: “We don’t make money on the National Beach Volleyball Championship; it’s really more done for national exposure. It’s for people to see our beautiful beaches in the best light possible — This is really more reputational awareness and a marketing exposure for our community.”

The financial impact can still be felt locally — particularly among hotels, restaurants and small businesses that benefit from the influx of visitors. “I have a hotel right there, and the players, their families — they’re really complimentary,” said Bobby Thompson, general manager and owner of the Best Western in Gulf Shores.

“I’d like to add that. ESPN — they are here. Their crews are here for 10 days, paying for lodging, eating in our restaurants, and it’s about 1,300 room nights over this period in early May, and about a million-dollar economic impact,” Russ said. “So it’s keeping our businesses full, our lodging full, our restaurants busy. And that is a true payment to all of our businesses to help them be successful and thrive.”