LOVB today announced a multi-faceted partnership with REPUBLIC Collective and JYP America. The collaboration fuses elite sport, global music, and youth culture in a first-of-its-kind alliance spanning broadcast, live events, content, and creative storytelling.
“This collaboration with League One Volleyball marks an exciting first for REPUBLIC Collective and for women’s sports,” said Kevin Lipson, Chief Revenue Officer at REPUBLIC Collective. “LOVB is reimagining what a professional sports league can look and feel like, and music is a powerful part of that story so we can bring fans closer to the game and the artists they love in entirely new ways.”
The season-long relationship positions LOVB at the forefront of how women’s sports and music can come together to reach and inspire the next generation of fans, bringing culture-forward experiences to arenas, broadcasts, and digital platforms throughout the 2026 season.
“At LOVB, we’re building more than a league—we’re building a culture. By bringing together sports, music, and storytelling, we’re creating a new kind of live experience that reflects how fans actually live, watch, and share today,” said Raquel Braun, Chief Media Officer at LOVB. “This collaboration with REPUBLIC Collective and JYP America allows us to amplify the voices and sounds that define this moment, and to spotlight powerful female talent—on the court and on the stage. This collaboration is a major step in how LOVB continues to redefine what a modern sports league can be.”
Season-Long GIRLSET x LOVB Collaboration
JYP America, REPUBLIC Collective and LOVB also introduced a season-long collaboration with rising girl group GIRLSET, blending volleyball, music, and social culture into immersive fan experiences. Throughout the 2026 season, LOVB will feature GIRLSET’s music, including their newest single, “Little Miss,” as a creative and sonic through-line across matchdays, broadcasts, and social content. The collaboration will also feature pregame hype, in-venue activations, digital challenges, and performance-driven storytelling designed to connect fans to both the sport and the music.
“GIRLSET is one of the fastest-rising music groups in the world, and LOVB is one of the most exciting new forces in professional sports—so this partnership feels both natural and necessary.,” said JYP America. “We’re thrilled to introduce GIRLSET to volleyball fans through live performances, social storytelling, and GIRLSET’s track ‘Little Miss’ as a creative anchor across the season. We can’t wait for fans to experience GIRLSET at LOVB First Serve and beyond.”
The collaboration will debut at LOVB First Serve in Austin on January 7, 2026, where GIRLSET will deliver their first-ever live performance at a sports event, kicking off LOVB’s Season 2 in front of a national audience.
First Serve represents LOVB’s largest and most immersive event to date, bringing together elite competition between LOVB’s Austin and Nebraska pro teams, national television coverage on USA Network, and live entertainment in a single, high-energy showcase. The REPUBLIC Collective and JYP America partnership underscores LOVB’s commitment to building a bigger, more dynamic fan experience, one that blends sport, music, and culture to meet fans where they are.
“First Serve is a statement moment for LOVB,” said Tamica Clanton, Vice President of LOVB Pro Marketing and Experiences. “It’s about delivering world-class volleyball within a bigger, more immersive experience for fans. This collaboration with REPUBLIC Collective and JYP America brings global music culture into the heart of our league and reflects how we’re building the future of volleyball.”
Bespoke Team Soundtracks Across LOVB Markets
Beyond national broadcasts, REPUBLIC Collective and LOVB will collaborate to develop bespoke soundtracks for each LOVB Pro market, shaping the in-venue sound and feel of each team’s home environment. These curated playlists will be woven into in-game and arena moments and will evolve over time, with a focus on building authentic, story-driven connections between artists, teams, and local communities.
