For a sport that should care about skin condition, AVP finds a viable partner

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Having had title sponsors in the past with such as a company that made cars and another that crafted goofy rubber shoes, the AVP announced today skin-care company Nivea will be the new logo associated with pro beach volleyball.

Does Nivea make sunscreen? You bet your UV it does (linked here).

The newly titled 2010 AVP Nivea Tour will likely discourage old, leathery players unless they’ve had the full treatment of skin care products before they step out on the court.

“Signing Nivea ushers in a new era of growth and stability for the AVP,” said new league commish Mike Dodd in a statement. “With its iconic character, its dedication to skin and body care worldwide, Nivea fits perfectly with the health and vitality of our players. I see no limits to our future together.”

The tour begins April 16 in Fort Lauderdale, with the return of Misty May-Treanor after missing last year with an Achilles injury. ESPN2 has the final on April 18 at 2:30 p.m.

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