Two weeks after the end of the 2025 Volleyball World Championship in the Philippines, interest in the Bulgarian national team has not waned.
The final against Italy not only brought our country back to the world's top, but also became a symbol of volleyball's global rise.
This phenomenon is at the heart of the decision by the Management Board of the Bulgarian Volleyball Federation, which today, during an online meeting, decided to move the Euro 2026 matches from Varna to Sofia.
Bulgaria at the center of a record championship
The World Championship in the Philippines (September 12–28, 2025) became a spectacle with a record audience.
According to FIVB data, the tournament registered the highest viewership levels in the history of men's world championships – both on television and online.
From Europe to Asia, Bulgaria's matches attracted millions of viewers, and the Bulgaria – Italy final gathered over 14,000 spectators at the 'Mall of Asia Arena' in Pasay City – a true phenomenon for a country where basketball traditionally dominates.
This was one of the most attended volleyball events in Asian history, proof that the sport is becoming a global spectacle, and Bulgaria is at the center of attention.
The final achieved an average of 2.8 million viewers on Rai 2 and ranked among the top five most-watched sports broadcasts in Italy outside of football, while in Bulgaria it became the first sports event broadcast simultaneously on four national television channels.
In Poland, the Poland – Italy semifinal reached 1.9 million viewers on Polsat, and during the final weekend, six of the seven most-watched sports broadcasts in the country were World Championship matches — proof that volleyball is surpassing even traditional sports in popularity.
Volleyball World's online platform VBTV recorded over 5 million views and 180 million minutes of watch time during the tournament.
The Italy – Bulgaria final is the most-watched match in VBTV history – with 220,000 streams, and the USA – Bulgaria quarterfinal is in second place with 207,000 views.
| Match | Views (VBTV) |
|---|---|
| Final: Italy – Bulgaria | 220 000 |
| Quarterfinal: USA – Bulgaria | 207 000 |
On social media, the championship also set a record – over 129,500 new followers across Volleyball World's global channels between the group stage and the quarterfinals.
In China alone, localized campaigns generated 22.1 million interactions and almost 30,000 new followers, solidifying volleyball as one of the fastest-growing sports in the digital environment.
Analysis:
Bulgaria was part of the three most watched matches of the championship.
This proves that our team is already a brand that sells, and it is logical that after such a viewership phenomenon, the home games in our country should be elevated to a higher level.
Sofia instead of Varna: scale as an argument
Today's decision by the Management Board of the Bulgarian Volleyball Federation to move the group stage, 1/8, and 1/4 finals matches of Euro 2026 from Varna to Sofia provoked strong reactions.
Many fans in Varna complained that their city is once again losing a major event, and sharp comments like these appeared on social networks:“Take the sea to Sofia too”.
But clear and strategic arguments stand behind this decision.
| City | Capacity | Potential |
|---|---|---|
| Varna | 5–6 thousand spectators | Tradition, emotion, proximity |
| Sofia | 12 thousand spectators | Scale, television effectiveness, economic and marketing capacity |
Comment:
Today, volleyball is not just a sport, but a global show, whose success is also measured by images of full stands.
Advertisers seek large venues and a wider audience, televisions want impressive visuals, and CEV encourages precisely such hostings.
After the record visibility Bulgaria received at the 2025 World Championship, the 12,000-seat “Arena 888” in Sofia is the natural stage for the next phase of our national team's development.
Varna remains a volleyball stronghold, Sofia is the world's showcase.
Varna remains emblematic for Bulgarian volleyball – dozens of champions were born here, and the audience has always been an example of passion and culture.
But at a time when Bulgaria is in the spotlight, it is important for our country to show its full potential.
Sofia offers larger infrastructure, easier access for foreign fans, and a stronger economic effect.
European support and international interest
The decision was met with approval from the Polish Federation as well, since Poland, North Macedonia, Portugal, and Israel are in Bulgaria's group, and thousands of Polish fans are expected in the capital.
Their presence will guarantee full stands, a world-class atmosphere, and an even stronger television effect.
Conclusion: a logical and timely move
After the World Championship, which broke all records for viewership, digital interactions, and commercial interest, Bulgaria is now part of the global volleyball map.
In this context, the decision of the Bulgarian Volleyball Federation (BVF) to move the matches from Varna to Sofia is not a retreat, but a natural step forward – in sync with the new reality of the sport.
Larger stands, greater interest, and a stronger vision will bring Bulgaria what it deserves – a place at the heart of the European volleyball spectacle.
photos: Nikolay Varadinov
