Over the past 15 years, lacrosse has been on a roll. National participation has tripled, exposure has increased significantly across linear and digital media, and the business of lacrosse has exploded.
But assemble a group of stakeholders with broad perspective on the sport’s history and trajectory, and most will share the same concern.
Lacrosse has never been more fragmented.
An increasingly cluttered field of organizations and entrepreneurs has created unprecedented competition for investment, market share and relevance. And this competitive culture has inhibited collaboration and focus on the most important goal of all — growing participation.
But there are positive indications this trend is changing, and one example involves the four professional leagues operating in the U.S. and Canada. The opportunity to showcase the most talented athletes in competition creates an invaluable marketing asset for our sport. It also provides players with financial incentives to extend their careers and build personal brands, enables ongoing athlete development opportunities that fuel our national team pipeline, and creates star power that plays an important role in engaging and inspiring young players.
Commissioners Nick Sakiewicz and Sandy Brown of the NLL and MLL, respectively, have emphasized the importance of greater collaboration with US Lacrosse and other aligned partners. The United Women’s Lacrosse League, operated by 3d Lacrosse, and the Women’s Professional Lacrosse League, launched by former U.S. team player Michele DeJuliis, have sought opportunities to work with MLL and US Lacrosse to achieve common objectives.
The models of each league must continue to evolve — particularly with respect to shared players and overlapping seasons — but dialogue between the NLL and MLL is promising, the coordination of men’s and women’s pro league doubleheaders is exciting, and the levels of engagement US Lacrosse has had with each of the four leagues has been refreshing.
You can’t effectively address challenges and identify opportunities critical to the future of our sport without a commitment to conversation.