Get a (locker) room! So why do beach volleyball players feel the need to put on such a show?

The women's beach volleyball was always going to be an exciting event at the London Olympics, but today, it seems those in the stands got more than they bargained for. As if representing their countries was not task enough, the competitors from Canada and Italy appear to have been as preoccupied with reaching for one another as they were for the ball. In what one can only assume is an attempt to garner more support from the audience, players could not seem to keep their hands off each other. Italy's Greta Cicolari (front L) and Marta Menegatti celebrate after defeating Canada's Annie Martin and Marie-Andree Lessard during their women's preliminary round beach volleyball match Italy's Greta Cicolari (front L) and Marta Menegatti celebrate after defeating Canada's Annie Martin and Marie-Andree Lessard during their women's preliminary round beach volleyball match Playing to the crowd? Italian beach volleyball players Greta Cicolari and Marta Menegatti could be seen touching each others' behinds more than once more than once in their match against Canada today Beach volleyball Marie-Andree Lessard of Canada hugs teammate Annie Martin during a beach volleyball match against Italy at the 2012 Summer Olympics, Thursday, Aug. 2, 2012, in London Acting up: Rival team Marie-Andree Lessard and Annie Martin of Canada were just as bad, reaching for each others' derrières on several occasions In what goes some way beyond the typical hug to celebrate a point, Italy's Greta Cicolari and Marta Menegatti, who won today's preliminary round match, could be seen touching each others' behinds more than once. More... * Gabby Douglas' glorious Olympic performance hits a sour note after nasty Twitter row over her HAIR * The return of the scrunchie: Is the much-maligned hair accessory making a comeback thanks to Olympic gymnasts? * How to be camera-ready - without make-up: Olympic swimmer Natalie Coughlin on looking good for TV straight after a race And they weren't the only ones - their rival team, Canada's Marie-Andree Lessard and Annie Martin, were just as bad, reaching for each others' derrières on several occasions. In another match today, between Spain and the U.S. there were more attention-grabbing antics. All part of the show? Spain's Elsa Baquerizo McMillan signals to teammate Liliana Fernandez Steiner... But is it really neccessary, or a chance to show off that super-toned body All part of the show? Spain's Elsa Baquerizo McMillan signals to teammate Liliana Fernandez Steiner... But is it really neccessary, or a chance to show off that super-toned body All part of the show? Brazil's Talita Rocha gestures to teammate Maria Antonelli before serving to Austria... But is it really neccessary Spain's Elsa Baquerizo adjusts her swim suit Drama queens: The players, including Brazil's Talita Rocha (left) and Spain's Elsa Baquerizo (right) have flawless bodies, and it seems they aren't afraid of playing up to their legions of male fans Spain's Elsa Baquerizo McMillan was the worst culprit, adjusting her bikini briefs in full view of the crowd. One might even wonder if she really needed to signal to teammate Liliana Fernandez Steiner, or if it was all part of the show? The women's teams' on-court posturing rivals the antics of the most melodramatic soccer stars, but is likely to have won them plenty of positive attention regardless. Brazil's Talita Rocha and Maria Antonelli celebrate winning against Austria April Ross and Jennifer Kessy of the U.S. celebrate after defeating Spain Winning display: Brazil's Talita Rocha and Maria Antonelli celebrate their victory against Austria (left) and April Ross and Jennifer Kessy of the U.S. celebrate after defeating Spain (right) Hugs all round: Whether winners or losers, the players embraced one another at the end of the match Hugs all round: Whether winners or losers, the players embraced one another at the end of the match The world is a stage... Spain's Elsa Baquerizo McMillan flashes a grin as she picks herself up after a tumble The world is a stage... Spain's Elsa Baquerizo McMillan flashes a grin as she picks herself up after a tumble As competitors' kit consists of little more than a bikini, the sport already enjoys a large male following. By harnessing this, the players are likely all too award that they can generate enough of a fan base to win them lucrative endorsement deals once the Games are over. Indeed, today's beach volleyball players weren't alone. Yesterday Russian Anna Vozakova appeared to be getting a little too friendly when hugging her teammate Anastasia Vasina. On form: Team USA's April Ross and Jennifer Kessy could not contain their joy after beating Spain today On form: Team USA's April Ross and Jennifer Kessy could not contain their joy after beating Spain today Anna Vozakova (2) and Anastasia Vasina (1) of Russia celebrate during the Women's Beach Volleyball preliminary match between Switzerland and Russia on Day 5 of the London 2012 Olympic Games Misty May-Treanor (L) and Kerri Walsh of USA in action against Austria during preliminary round matches for the London 2012 Olympic Games Beach Volleyball competition Attention-seeking? Yesterday Russian Anna Vozakova appeared to be getting a little too friendly with Anastasia Vasina (left), and even U.S. player Misty May-Treanor seemed to be up to the same tricks with Kerri Walsh Talita Rocha of Brazil and Maria Antonelli of Brazil celebrate during the Women's Beach Volleyball preliminary match between Brazil and Australia Laura Ludwig and Sara Goller of Germany celebrate after winning match point during the Women's Beach Volleyball preliminary match between Germany and the Netherlands Team spirit: Rocha and Antonelli of Brazil today (left) and Laura Ludwig and Sara Goller of Germany (bottom right) celebrate after winning match point against the Netherlands team (top right) And even U.S. beach volleyball player Misty May-Treanor seemed to be up to the same tricks when embracing Kerri Walsh during their match against Austria. Today was the final day of the preliminary beach volleyball round. Americans Jennifer Kessy and April Ross finished 3-0 with a 21-19, 19-21, 19-17 victory over Spain, while Walsh Jennings and Misty May-Treanor finished their pool play with a No 1 seed on Wednesday. Fierce competition: Becchara Palmer of Australia is blocked by Rocha of Brazil in a match earlier today Fierce competition: Becchara Palmer of Australia is blocked by Rocha of Brazil in a match earlier today Retro revival: As if the players weren't enough, there were cheerleaders performing during the breaks Retro revival: As if the players weren't enough, there were cheerleaders performing during the breaks Italy beat Canada to knock them out of the tournament and Germany beat Madelein Meppelink and Sophie van Gestel of the Netherlands in straight sets. Russia beat host Britain in straight sets to knock them out as well.