• Loading stock data...
Wednesday, April 30, 2025

Premier Lacrosse League Turns April Fools Prank Into Profit

  • Merchandise for the PLL’s April Fools team – Beans Lacrosse Club – did $50,000 in sales in its first 24 hours.
  • The fake team’s accounts have almost 10,000 followers on Instagram with several hundred more on Twitter.
Jun 2, 2019; Foxboro, MA, USA; Redwoods LC midfield Kyle Harrison (18) carries the ball as Atlas LC midfield Joel Tinney (55) defends during the first half at Gillette Stadium. Mandatory Credit: Greg M. Cooper-USA TODAY Sports

April Fools was no joke for the Premier Lacrosse League this year, as the fledgling professional lacrosse league turned a prank into profit.

The league, which recently announced an expansion to seven teams heading into its second season, announced the arrival of the PLL’s “eighth” team on April 1st: Beans Lacrosse Club.

The PLL packaged the prank team as they would an actual league team: logo, slogan, site launch, merchandise, press release, ‘State of the League’ announcement from co-founder Paul Rabil on YouTube, and more. Social media completed the prank – Beans team accounts, graphics for player announcements, league content, and fake Bean-centric trade deals were created.

All told, the PLL sold the joke in more than one way. As a result, April 1st marked the highest ecommerce store traffic day in league history by over 30%.

The merchandise sales were a huge success. The PLL added eight Beans-branded items to its online store – the same merch rollout as it did for the launch of the actual expansion team, the Waterdogs, which was announced in January 2020. 1,600 Beans merchandise items and $50,000 worth of Beans merchandise were sold in 24 hours.

Merchandise is still selling today – although not at the same rate it did on April Fools.

“$50,000 in sales in 24 hours is definitely a high point for us in the first quarter,” PLL COO Andrew Sinnenberg said. “And it compared favorably, if not better, than Waterdogs on a single day basis, but not over time. This was unique, and this was fun, but this was a bit of a one-off.” 

“But I think it shows that we’re looking to get creative with our, our promotions, our campaigns and do things we haven’t done before – offer products we’ve never had before,” he said.

And while the idea started as a way to engage the PLL’s audience, it turned into a way to make some money while many of the league’s typical offseason revenue streams are on pause – including the PLL academy camps and training clinics. 

“We didn’t have a good comparison for what would happen on that day, “Sinnenberg said. “I think we all hoped it would be successful. I think we thought it could be. But it definitely surpassed our internal expectations.”

The PLL probably crushed a few fan’s hopes and dreams when they acknowledged Beans LC as an April Fools joke later that night. However, the team’s Instagram and Twitter pages are still followed by more than 10,000 total users, and the league has continued to publish content on the Beans accounts. 

Beans LC has also become a part of the league’s new social media campaign: the ‘Stay At-Home Trickshot Challenge.” Created by a pair of players, Tyler Warner (Whipsnakes LC) and Ben Reeves (Waterdogs LC), the campaign aims to educate the public on the ongoing COVID-19 pandemic by encouraging social distancing and at-home activity through user-generated trickshot content.

READ MORE: NHL And MLB Bringing STEM To Homes Of Young Fans

“It’s a climate that’s not overly positive, but we were hoping to be able to take advantage of folks being on their phone and hopefully bring a little levity to the day,“ Sinnenberg said. “And I think that came across in terms of traffic to the store. There was a huge spike. People were interested. People just got excited about it, people got really into it, and it shows on engagement, but it also shows just in terms of how people were buying merch.”

The interest could be attributed to the fact that the idea came from the league’s fan polling for their seventh expansion team. 

“We heard every name under the moon, but Beans Lacrosse Club was actually a name that got a ton of momentum at the end of 2019,” Sinnenberg said. “And so Paul [Rabil] and Tyler [Steinhardt, PLL director of marketing] were batting ideas around for what we could do for April Fools – what could be interesting, what would resonate, what would play into the narrative of what we’ve been doing? And they came up with the idea of Beans Lacrosse Club [because] it threaded the needle and toed the line of something that’s like in the realm of possibility as a team, but obviously very tongue in cheek when you look at the branding and the logo.”

It could also be attributed to the league’s commitment to the joke.

“For us, it was really important to make sure we were doing all the little things right,” Sinnenberg said. “It wasn’t just the press release, but it was, how would the PLL normally rollout in your team?

Normal is hard to come by in most other aspects of life right now, but particularly in sports. The league’s April Fools approach highlights the creative ways it’s trying to engage fans and keep the league alive until a play resumes, which was originally scheduled to start at the end of May in Boston, can begin. The league has not yet announced a change to that expected start date.

READ MORE: OTT Providers Offer Free Access to Grow Subscribers for Sports’ Return

Somewhat overshadowed by the success of Beans LC, the league ran a jersey week promotion where any jersey purchased from the PLL site would come with a personalized video message from the player – a way to keep both fans and athletes actively engaged with the league. The league has added virtual instructional content for its PLL Academy audience and is in the early stages of launching a PLL Connect platform for its Academy email subscribers, which will connect fans with players online for training, group coaching sessions, and workouts. 

The pilot for PLL Connect is expected to launch “over the next week or so,” Sinnenberg said.

“The undercurrents all of these are similar to what a lot of folks are doing – trying to be able to engage with fans now that are engaging with content probably more than they normally are,” Sinnenberg added. “So how do we take advantage of that? What are the offerings we can have that play to that? How can we take advantage of our players who might have a little more downtime to engage with fans? And so those are just kind of a few of the ways we’re starting to approach what we do next.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

How DJ Adam Amin Mixes Baseball With Bangers

Amin is one of Fox’s top NFL and MLB voices.
Jun 21, 2024; Boston, MA, USA; Boston Celtics majority owner Wyc Grousbeck holds the Larry O’Brien trophy prior to the Boston Celtics championship parade.

The Celtics Succession Plan Remains Murky

The transfer of power to a private-equity group is still unresolved.

The Rays Groundskeepers Are Adjusting to Life Outside the Dome

After nearly three decades in a dome, Tampa groundskeepers were forced outside.

The Former NBA Agent Who Became a Pickleball Deputy Commissioner

Chris Patrick went from representing Jimmy Butler to pickleball deputy commissioner.

Featured Today

Apr 5, 2025; San Antonio, TX, USA; Duke Blue Devils forward Cooper Flagg (2) reacts after a three point basket against the Houston Cougars during the first half in the semifinals of the men's Final Four of the 2025 NCAA Tournament at the Alamodome.

Cooper Flagg’s Timing Is Perfect for the NBA and USA Basketball

The projected No. 1 pick just declared for the draft.
Apr 14, 2025; New York, New York, USA; Paige Bueckers is interviewed by ESPN after being selected with the number one overall pick to the Dallas Wings in the 2025 WNBA Draft at The Shed at Hudson Yards
April 21, 2025

ESPN’s WNBA Coverage Mirrors the League’s Stunning Growth

“I don’t think we stand still in our coverage of women’s sports,” says Rowe.
Mar 16, 2025; Milwaukee, Wisconsin, USA; Oklahoma City Thunder guard Shai Gilgeous-Alexander (2) celebrates with guard Isaiah Joe (11) after score in the fourth quarter against the Milwaukee Bucks at Fiserv Forum.
April 20, 2025

Unorthodox OKC: The Thunder Redefined Tanking to Become NBA’s Best

A rebuild years in the making has OKC in the driver’s seat.
Mar 13, 2020; Augusta, GA, USA; The front entrance at Augusta National Golf Club in Augusta, Ga., Friday morning. The Masters Tournament has been postponed due to coronavirus concerns.
opinion
April 20, 2025

What’s It Like to Play Augusta? A Day on the World’s Most..

Inside a round at the most exclusive club in the world.
FIFA

Saudis Awarded 2034 World Cup in Uncontested Vote

Saudi Arabia was the only option after Australia decided not to bid.
May 20, 2024

Top Sports Business Jobs This Week (May 2024)

Each week, our staff combs through the thousands of job listings from…
The stands at the Solheim Cup
September 13, 2024

LPGA Apologizes for Solheim Cup Fan Bus Debacle That Left Stands Half-Empty

The USA-Europe women’s team golf event teed off Friday morning.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Portfolio Players is our bi-weekly spotlight on the athletes and investors reshaping the business of sports. This week, venture capitalist Kai Cunningham unpacks why athletes land top deals and how the usual investing rules don’t always apply.
October 3, 2022

Real Madrid President Renews Call for Super League

Real Madrid’s president believes that soccer is losing ground.
August 10, 2022

PGA Tour Touts Projected Earnings to Keep Players

The PGA Tour is asking its players to consider their potential futures.
August 10, 2022

Bayern Munich to Make Growth Push in U.S. Market

Bayern Munich is looking to expand its reach in the U.S.
Nintendo-logo
August 3, 2022

Nintendo Profits Underwhelm, Switch Sales Decline

Nintendo failed to meet expectations in the company’s latest earnings report.