After nine years of sponsorship with the AVP Pro Beach Volleyball Tour, John Paul Mitchell Systems, Inc. (JPMS) will continue its support in 2009 with a three-year re-extension of its contract, effective January 2009.

“We are delighted to announce an extension of this already long term relationship, and are proud that JPMS is the longest standing AVP sponsor,” said Leonard Armato, AVP Crocs Tour CEO and Commissioner. “Our players spend all day in the sun and Paul Mitchell provides the highest level of hair protection. We’re looking forward to three more years of a great partnership with JPMS.”

Paul Mitchell’s on-site presence is receiving a major facelift for the 2009 season starting at the 2009 AVP Crocs Tour’s second stop in Riverside, Calif. It will feature a larger footprint, more individual styling stations and an overall sleeker look than in years past. Paul Mitchell will be present at all AVP Crocs Tour events with promotional space on-site. They will continue cutting hair from their booth for charitable causes.

“We are proud to continue our association with the AVP,” said Julie Solwold, Vice President of Global Sports Marketing at JPMS. “We are thrilled about our new initiatives including our improved on-site presence and the introduction of our Paul Mitchell AVP Hot Shot Award. It proves to be another exciting summer on the beach!”

 The Paul Mitchell AVP “Hot Shot” award highlights AVP athletes who stand out from the crowd. A Hot Shot is a player that grabs fans’ attention and commands fan loyalty either through their relentless play on the beach or their colorful personality off the court. Player nominees will be highlighted in-broadcast and posted on avp.com, where they will be voted on by fans. At the conclusion of the season, the Hot Shot with the most cumulative votes will win a season long endorsement by Paul Mitchell, including cash support, effective for the 2010 season. The male and female crowned “Hot Shots” will wear Paul Mitchell tattoos, make appearances at the Paul Mitchell booth and be used for Paul Mitchell advertising.

The AVP will kick off the AVP Crocs Summer Tour Season in Panama City, Fla., March 27-29.

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