LOVB Announces CVS Pharmacy as Official Health & Wellness Partner to Support Athletes and Communities
League One Volleyball (LOVB), the largest community in youth volleyball and the first youth-to-professional volleyball league in the United States, has announced a new multi-year partnership with CVS Pharmacy, the retail division of CVS Health. Under the agreement, CVS Pharmacy will serve as LOVB’s Official Health & Wellness Partner, bringing together two organizations focused on health, wellness, community connection, and opportunities for young people.
The partnership will extend across both LOVB Pro, the league’s professional competition, and LOVB Club, its extensive youth volleyball network. Through health-focused initiatives, community programs, athlete storytelling, fan experiences, and tournament activations, CVS and LOVB plan to create new opportunities to support athletes and families throughout their volleyball journeys.
The agreement represents a significant commercial and community milestone for LOVB as the league continues to expand its presence in women’s volleyball while strengthening the connection between youth athletes and the professional game.
CVS Pharmacy to Become LOVB’s First League-Wide Jersey Patch Sponsor
One of the most prominent elements of the partnership will be CVS Pharmacy’s role as LOVB’s inaugural league-wide jersey patch sponsor.
Beginning with the upcoming LOVB Pro season, the CVS logo will appear on the front of jerseys worn by players across every LOVB Pro team. The placement marks the first time LOVB has introduced an on-uniform sponsorship opportunity of this kind and gives CVS a highly visible presence across the professional league.
For CVS, the agreement also represents its first league-wide jersey patch sponsorship. The partnership therefore creates a new platform for the pharmacy and consumer health brand to connect with volleyball fans, athletes, parents, coaches, and communities nationwide.
The placement of the CVS logo on professional jerseys is intended to reinforce the connection between athletic performance and broader health and wellness. While volleyball provides the competitive foundation of LOVB, the partnership is designed to emphasize the importance of physical health, mental well-being, community support, and access to resources.
Michelle McGoldrick, Chief Business Officer of League One Volleyball, highlighted the broader significance of the relationship.
“Volleyball is about more than what happens on the court. It’s about building healthy communities, supporting athletes through every stage of their journey, and creating connections that last beyond the game,” McGoldrick said.
She added that CVS and LOVB share a commitment to strengthening communities and creating opportunities for athletes and families. The partnership, she said, will allow both organizations to support people both on and off the court.
Connecting Youth Volleyball With Professional Athletes
LOVB was created around a connected youth-to-professional model, providing athletes with opportunities to develop within a volleyball ecosystem that extends from youth competition to professional play.
The partnership with CVS will build on that model by creating opportunities for professional athletes to interact with younger players and share experiences beyond traditional competition.
One of the initiatives supporting this goal will be LOVB Notes presented by CVS. Through the program, LOVB professional athletes will share advice, personal experiences, lessons learned, and perspectives with the next generation of volleyball players.
The storytelling initiative is expected to give young athletes a closer connection to professional players while providing practical encouragement and mentorship. Professional athletes can serve as role models for young players navigating training, competition, teamwork, confidence, and personal development.
The program also gives CVS an opportunity to participate in conversations surrounding healthy lifestyles and athlete development in a way that extends beyond traditional sponsorship advertising.
By combining professional athlete stories with health and wellness messaging, LOVB and CVS aim to create content that resonates with athletes and families while reinforcing the importance of maintaining well-being throughout an athlete’s development.
Supporting Athletes and Families at Club Tournaments
The partnership will also extend directly into LOVB Club events.
At select LOVB Club tournaments, CVS will introduce CVS Pharmacy Convenience Corner activations designed to provide athletes, parents, coaches, and other tournament attendees with access to everyday essentials and support while traveling and competing.
Youth volleyball tournaments often involve long days of competition, travel, training, and multiple matches. By bringing CVS-branded experiences into selected tournament environments, the partnership will provide a practical component in addition to its promotional and community-focused elements.
The activations are expected to give CVS an opportunity to interact directly with the families and communities participating in LOVB Club events.
For LOVB, the tournament presence reinforces the idea that athlete support extends beyond the court. Providing access to everyday essentials and wellness-oriented experiences can help create a more supportive environment for athletes and their families during competition.
The initiative also provides a bridge between CVS’s role as a health and wellness brand and LOVB’s growing youth sports community.
Focus on Physical and Mental Well-Being
Health and wellness will remain central themes throughout the multi-year partnership.
As youth sports participation continues to evolve, athletes and families increasingly recognize that performance is closely connected to overall well-being. Physical preparation, recovery, mental resilience, healthy routines, and access to appropriate resources can all contribute to an athlete’s ability to participate and develop.
LOVB and CVS intend to use their partnership to address these broader aspects of wellness through programming and storytelling.
Sid Tenneti, Senior Vice President and Interim President of Pharmacy and Consumer Wellness at CVS Health, said LOVB’s combination of sport, wellness, and community engagement aligns with CVS Pharmacy’s commitment to healthier communities.
According to Tenneti, the partnership will provide opportunities to support athletes and families while encouraging physical and mental well-being. He also emphasized the potential to create opportunities for young people as women’s volleyball continues to grow.
The emphasis on both physical and mental health is particularly relevant to the youth sports community. Young athletes face challenges that extend beyond physical performance, including competition pressure, balancing academics and athletics, maintaining confidence, and managing the demands of intensive training.
By incorporating wellness messaging and athlete stories into the partnership, CVS and LOVB can address these issues while creating a platform for athletes to discuss their experiences.
Expanding LOVB’s Commercial Ecosystem
The partnership also represents an important development in LOVB’s commercial strategy.
Since its launch, LOVB has positioned itself as more than a traditional professional sports league. Its youth-to-professional structure provides brands with opportunities to connect with athletes and families at multiple stages of the volleyball experience.
The CVS partnership takes advantage of that structure by creating an integrated sponsorship that spans professional teams and the youth club network.
Rather than limiting the relationship to professional matches, the agreement provides CVS with exposure through jersey branding, digital content, broadcast integrations, in-venue experiences, club tournaments, and community initiatives.
The league-wide nature of the jersey patch is particularly significant because it establishes a consistent CVS presence across every LOVB Pro team.
As LOVB continues to develop its professional competition and expand its youth ecosystem, the sponsorship could provide CVS with a long-term platform for reaching volleyball audiences across the country.
The partnership also reflects the growing commercial interest in women’s sports. Professional women’s sports leagues have increasingly attracted major brands seeking opportunities to connect with highly engaged audiences and support the growth of women athletes.
For LOVB, establishing a league-wide partnership with a major health and wellness company provides another indication of the commercial potential of its professional and youth volleyball model.
Supporting LOVB Cares and Local Communities
Community engagement will be another important component of the partnership.
CVS will support LOVB Cares, the league’s community initiative focused on creating opportunities for service and engagement throughout LOVB communities.
LOVB Cares is intended to connect the league, its athletes, clubs, colleagues, and local communities through service-oriented activities. CVS’s participation will provide another avenue for bringing health, wellness, and community support together.
The collaboration can potentially extend the impact of LOVB beyond match days and tournament weekends. Through community initiatives, the organizations can create opportunities for athletes and families to participate in activities that contribute to the communities where they live and compete.
This approach is consistent with the broader direction of the partnership, which places emphasis on building healthier communities rather than focusing solely on brand visibility.
A High-Visibility Platform for CVS
The agreement gives CVS Pharmacy multiple opportunities to engage with LOVB’s audience.
The jersey patch provides consistent visibility during professional matches, while digital and broadcast integrations can extend the partnership to fans following the league remotely. In-venue activations offer opportunities for direct engagement, and LOVB Club events provide access to a large youth sports community.
According to LOVB, the league’s connected ecosystem reaches more than 30,000 athletes and families through its youth volleyball community. That provides CVS with an opportunity to establish relationships with audiences ranging from young players and parents to coaches and professional athletes.
The combination of youth and professional volleyball also creates a unique sponsorship environment. Young players can see professional athletes wearing the CVS logo while simultaneously engaging with health and wellness initiatives at club events and through digital content.
That continuity can help make the sponsorship more meaningful than a conventional advertising placement.
Strengthening the Future of Women’s Volleyball
The CVS partnership comes at a time when interest in women’s volleyball is expanding across the United States. As professional leagues continue to build larger audiences and youth participation remains an important foundation for the sport, organizations such as LOVB are working to create stronger connections between grassroots volleyball and professional competition.
LOVB’s youth-to-professional structure gives it a distinct position within the volleyball landscape. The organization can introduce young athletes to professional players while also creating commercial and community opportunities that involve families and local clubs.
The partnership with CVS fits directly into that strategy.
Through jersey branding, athlete storytelling, tournament experiences, community initiatives, and wellness-focused programming, CVS and LOVB are creating a partnership intended to operate across multiple levels of the sport.
Ultimately, the agreement is positioned as more than a sponsorship. It is designed to connect health and wellness with athletic development, strengthen community engagement, and support athletes from their earliest stages of volleyball through professional competition.
As LOVB continues to grow its professional league and youth volleyball ecosystem, the CVS Pharmacy partnership provides a new foundation for health-focused programming and community engagement. With CVS branding appearing on every LOVB Pro jersey and initiatives reaching athletes and families through club tournaments and community programs, the collaboration gives both organizations a platform to promote healthier communities and encourage the next generation of volleyball players to thrive both on and off the court.
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