• Loading stock data...
Sunday, December 8, 2024
Tune in on Dec. 11 at 1:05 p.m. ET for our last Future of Sports virtual summit of the year – Future of Sports: Marketing! Register Now

Why Major League Lacrosse is Turning to Its Digital Assets to Help Grow the Game

Sandy Brown (right) has been tasked with growing interest in the league. (Photo via MLL)

Major League Lacrosse got a bit of a head start to its Fourth of July festivities in Boston last week. Now in its 18th season, MLL had its “fireworks display” at Harvard Stadium with the league celebrating its stars as they took to the field for an intense, exciting All-Star Game.

League Commissioner Alexander “Sandy” Brown explained the outsized excitement for the game — especially this year, as “it’s a matchup that happens only once every four years.” That showdown pitted Major League Lacrosse All-Stars against the U.S. Men’s National Team, which was selected to represent the country this year in the Federation of International Lacrosse Men’s World Championship. Both teams are made up of MLL players, except only one roster earned high honors.

“A number of players on the All-Stars tried to make the U.S. Team, and have been for years, but they didn’t, so it’s a grudge match of sorts,” Brown said.

MLL All-Star Will Manny agreed, saying, “I remember four years ago; it was intense and impressive. This matchup takes place once every four years, I (was) amped to take part.”

That’s exactly the kind of excitement and enthusiasm Brown and MLL are striving for.

Brown was announced as the league’s new commissioner back in February, making him the second person to ever hold the job. In his new role, Brown has been tasked with “really solidifying the league; it’s branding, and identity,” he said. He and MLL are actively and ambitiously trying to grow the popularity of the sport.

[the_ad_group id=”948″]

Flagship events like this year’s All-Star Game provide the league with a crucial opportunity to do just that. Aside from staging a great game, its objective is to earn new eyeballs and win casual and/or reluctant fans over.

“We want to educate consumers how great the sport of lacrosse is, and with the best players in the world on the field that night, it’s an incredible display of lacrosse.” – Sandy Brown, Commissioner, MLL

And what better way to introduce a potentially new product to those unfamiliar than by showcasing it at its highest level?

Brown admitted that most MLL fans currently have some sort of connection to or association with lacrosse. “It’s either in their past — such as mine — or they or a family member play,” said Brown, who played college lacrosse during his time at Washington and Lee University in Lexington, Va.

The new commissioner aspires to reach an audience much broader than that, believing many more than just those that play or are already involved with the game on some level will find Major League Lacrosse appealing.

“Once you’re able to experience a game, you want to keep coming back to see and be a part of it,” Brown said.

It’s that experience that Brown is hoping will help MLL reverse its downward trend the last few seasons, as attendance has steadily fallen. After posting an average of 3,844 fans a game for the 2017 season, only 2,946 have been making their way through the turnstiles on average this summer. Beyond that, 2017 itself saw a decline from the 4,268 fans the league had averaged the year prior in 2016.

Beyond attracting new fans to experience games in person and drawing fans out to the stadiums themselves, Brown and MLL are also making a big push on the digital front.

“Given that our demo is between 8-9 to 20-25, and they consume a lot of content via YouTube, Instagram, and other social media, we want to be cognizant of that and provide them with as much content and information as possible to the platforms where they are,” Brown said.

This new approach will sit well with league star Paul Rabil, who had been rather outspoken about the league’s absolute lack of a social presence.

                                          (Credit: Twitter)

Since then, MLL announced a partnership with Twitter to stream the “MLL Game of the Week” for 2017, and anecdotally, players, teams, and the league have been much more active on social media platforms this year.

The league is currently conducting a study with Nielsen to confirm all the information, but Brown emphasized “what is very high on my agenda is creating a very robust stream of content digitally for this demographic that is not necessarily live content but content that is snackable that’s in five, 10, and 15 second bites.”

By giving people more of an opportunity to consume the content and engage with it where and how they’re comfortable, Brown believes that more people have a chance to “touch and feel the product.”  

That vision is precisely why Brown was chosen by the league to be the new commissioner. “The reason I was hired is to expand what we’re doing and increase our fan-base; increase opportunities for people to see our games and likewise increasing opportunities for our sponsors.”

It certainly seems Major League Lacrosse found a good man for the job.

“I’ve grown up with the game and it’s always been a passion. The opportunity to combine one’s vocation with something they are utterly passionate about very rarely occurs,” Brown said.

Want more content like this? Subscribe to our daily newsletter!

Brown emphasized the importance of getting new fans to develop a passion for the game by experiencing it themselves, up close and in person.

“It’s some of the greatest form of athletic entertainment you’ll ever see anywhere. Once you go, you’ll want to keep coming back.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Nov 2, 2024; Ann Arbor, Michigan, USA; Michigan Wolverines cheerleader runs with a flag before the game against the Oregon Ducks at Michigan Stadium.
opinion

College Football’s Billionaire Backer Era Begins

Is this the new normal in CFB recruiting?
LA Galaxy forward Dejan Joveljic (9) celebrates with midfielder Riqui Puig (10) after scoring a goal against Seattle Sounders FC in the second half in the 2024 MLS Cup Western Conference Final match at Dignity Health Sports Park

With or Without Messi, Major League Soccer Is Barreling Into the Future

After the Cup final, the league looks to accelerate its growth.
Nov 2, 2024; Dallas, Texas, USA; Southern Methodist Mustangs head coach Rhett Lashlee leads SMU on to the field before the game between the Southern Methodist Mustangs and the Pittsburgh Panthers at Gerald J. Ford Stadium.

Every Power 4 Championship Game Will Have a Conference Newcomer

Oregon, SMU, Texas, and Arizona State will all play for titles.

Featured Today

Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
November 30, 2024

U.S. Investors Are Gunning for England’s Small Soccer Clubs

Is another Hollywood-like success story possible among the U.K.’s smallest clubs?
Nov 1, 2024; Boise, Idaho, USA; Boise State Broncos running back Ashton Jeanty (2) leads the team onto the field prior to the first quarter against the San Diego State Aztecs at Albertsons Stadium.
November 29, 2024

Schools Are Scrambling to Prepare for the NCAA Revenue-Sharing Era

In the post–House v. NCAA world, “everyone’s kind of on their own.”
Nov 4, 2024; Kansas City, Missouri, USA; Recording artist Taylor Swift arrives prior to a game between the Tampa Bay Buccaneers and the Kansas City Chiefs at GEHA Field at Arrowhead Stadium.
November 29, 2024

The PWHL Could Be Inviting a Date With Taylor Swift’s Legal Team

The Toronto Sceptres may have opened a Pandora’s box of trademark issues.
Apr 7, 2022; Augusta, Georgia, USA; Rory McIlroy (left) and Brooks Koepka set up to putt on no. 9 during the first round of The Masters golf tournament.

PGA Tour vs. LIV Golf TV ‘Showdown’ Will Pay Out $10M Crypto..

Two golfers from each tour will face off in Las Vegas.
August 26, 2024

Cooper Flagg Spurns Nike Ties for New Balance

Flagg is the projected top pick in 2025.
Oct 29, 2024; Bronx, New York, USA; Los Angeles Dodgers first baseman Freddie Freeman (5) reacts after hitting a RBI single against the New York Yankees in the fifth inning during game four of the 2024 MLB World Series at Yankee Stadium.
October 31, 2024

Strauss Ads on MLB Helmets Annoyed Some Fans. CEO Says They Were a ‘Huge Success’

Strauss’s deal with MLB goes until 2027.
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
August 22, 2024

Marketing Stunt Had Major Cycling Race Start In Grocery Store

The Vuelta has a history of creative stage kickoffs.
August 19, 2024

Jake Paul Claims He’ll Make $40 Million Off Tyson Netflix Fight

Paul and Tyson are set to fight in Texas in November.
August 16, 2024

Mets Bring Back Grimace in Latest Viral Gambit

Viral marketing is typical for the 2024 Mets, who have leaned in.
August 15, 2024

Saudis Make North American Soccer Inroads With Concacaf Deal

It’s PIF’s first North American soccer investment.