Empty stands at much-spruiked Adelaide world championship
Hundreds of seats are remaining empty at a highly advertised world championship sporting event being held in Adelaide this week – but its organisers say they “have done everything possible to engage the community”.
Despite extensive advertising, media calls and tonnes of sand being trucked into Memorial Drive in North Adelaide, Ticketek shows the 2025 FIVB Beach Volleyball World Championships has struggled to fill seats.
Sparse stands were visible during weekday matches, and Friday’s night session drew around 2300 spectators, far below the Drive capacity of 4000. While today there were still numerous tickets available for today’s event.
Volleyball Australia chief executive Andrew Dee said organisers were expecting a major increase in attendance for the finals this weekend, with the event running from November 14 to November 23.
“We are expecting to fill the house on Friday and Saturday,” he told InDaily, saying it was a chance for South Australians to see world-class athletes up close.
Dee said those attending the event would be impressed by the scale, production, and quality of the championships.
“I was blown away when I got here. The amount of technology and the size and quality was amazing. The same people who worked on Olympic production were here,” he said.
Dee said every element was designed to showcase South Australian beach culture and deliver a unique entertainment experience.
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“We have done everything possible to engage the community,” he said.
The state government is a partner in the event but Tourism Minister Zoe Bettison, who has publicly promoted the event, did not respond to questions from InDaily by deadline.
Dee said beach volleyball was a global phenomenon and hoped South Australians would be drawn to the remaining days of the event.
“This is a global sport, around 900 million people play it. More countries compete in the FIVB than there are members in FIFA. It’s different. It’s not like anything else,” he said.
“It’s no coincidence that the Fédération Internationale de Volleyball (FIVB) put beach volleyball under the Eiffel Tower last year.”
The tournament has attracted more than 190 of the world’s best athletes from more than 50 nations, including Paris Olympians Izac Carracher and Mark Nicolaidis, who Dee said are “on fire” and a major draw for fans.
Despite Dee saying sponsorship remained challenging in a competitive market, he was confident the event was on track financially.
“Sponsorship cash is difficult to find, but I think we will break even,” he said.
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He also highlighted the economic and promotional value the championships bring to Adelaide, joining other high-profile events such as LIV Golf, AFL fixtures, and major racing events.
“It is different. It is not like anything else and nothing more could have been done to engage the city,” he said.
Dee said the event was purposefully designed to provide an intimate, athlete-focused experience that immersed fans in the action.
“Courts two and three are deliberately smaller and very athlete centric. It offers a unique up-close opportunity for people to experience the sport,” he said.
The championships are being staged across The Drive and Pinky Flat, that have been transformed into the Central Beach District.
Dee said organisers combined elite competition with a buzzing festival atmosphere, offering fans far more than just volleyball.
The precinct featured the Scape Beach Club and food trucks, as well as Pirate Life, South Ave, and the Hidden Sea bars.
While the Volleyball Experience Zone featured live sand sculptures, tons of interactive activities, live music, and Diggy, the adorable fur seal mascot.
Official partners include the South Australian Tourism Commission and the Government of South Australia as destination partners, with Scape Student Living presenting the championships.
Over 1200 South Australian school students attended in the first week through an excursion program run with the Australian Olympic Committee, part of a long-term strategy to grow the sport locally.
Dee said Adelaide-based athletes training through the South Australian Sports Institute added prestige and a local connection to the championships.
“It is a great commitment and an initiative that is renowned around the world,” he said.
