Games bring in bucks, but a way to go

BEIJING (Reuters) - The bikini appeal is the same but the business of beach volleyball is a far cry from what it was when the sport first graced the Olympics in Atlanta 1996.

Media coverage has grown exponentially since then and with it has come more money, tournaments and interest.

"Being included in the Olympics has changed our sport dramatically," said Australian Natalie Cook, who has played in all four beach volleyball Olympics.

"Every year it's getting stronger. You can tell with the Olympic Committee putting this many seats in," one of the sport's most tireless ambassadors said, waving her hand around the 12,200-seat beach volleyball stadium in Beijing.

Between Atlanta and Beijing, beach volleyball won plaudits for the stunning Sydney setting of Bondi Beach and pumped up the energy in Athens by adding dancing girls and rock music to the competition.

It also changed some rules and made the court smaller to speed up the game and make it as good to watch for the sport as for the swimsuits, sun and sand.

"The crowds now really get involved and have respect for the sport whereas the first time they didn't really understand," said fellow four-timer Emanuel Rego of Brazil.

The only other quadruple beach volleyball Olympian, Argentine Martin Conde, said the most important change was how many countries were now involved. About 60 countries tried to qualify for the last two Olympics, up from 42 in Atlanta.

The international tour has also blossomed since an exhibition event at the 1992 Barcelona Olympics.

That year, there was one women's event with $50,000 prize money while the men had $820,000 over five tournaments. By the Atlanta qualifiers the total prize money had jumped to $3 million and is now above $8 million.

Sponsorship and domestic tours add to the pot although the total is still small change in comparison to the likes of soccer.

Cook wants beach volleyball to fix more big tournaments on an annual basis to keep up the Olympic momentum, adding to the biannual world championships and shifting world tour.

"We have no real fixed facilities. We just put up stands on a beach or tip sand into a tennis court which means it's expensive to set up tournaments," she said.

"I'll keep beating that drum, but even with the Olympics we may not hit the really big time in my lifetime."

(Editing by Nick Macfie)