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MLL Sport of the Future

By Ginix Xu

Robert Tincher

Matt Hoffman

Lacrosse

Budget

Final Assessment

The game has its origins in a tribal game played by eastern Woodlands Native Americans, as well as other tribes. The sport was modified by European immigrants in North America to create the game we currently have.

> Add 2 new teams

> Change the shot clock to speed up games

> Add fantasy lacrosse to a major platform

> Increase players pay scale

Teams

History

MLL

MLL is made up of eight teams across the U.S. and Canada. The Hamilton Nationals (Canada) joined MLL in 2009 as the League's first international team.

Current Teams

Lacrosse is one of the oldest team sports in North America. The sport became popular around the Great Lakes and Mid-Atlantic seaboard.

Lacrosse Participation Rates in North America

Boston Cannons

Charlotte Hounds

Chesapeake Bayhawks

Denver Outlaws

Florida Launch

New York Lizards

Ohio Machine

Rochester Rattlers

- Fastest growing team sport in the country

- In high school and college from 2008-2013 there

was 33% growth in the sport

- In 2013, 750,000 players participated in lacrosse on

organized teams,

- 60 new college programs in 2013, 39 new college

programs in 2014

In February of 1999, Jake Steinfield and Dave Morrow joined forces with Tim Robertson to form Major League Lacrosse, LLC. MLL began play in 2001 to capitalize on a growing demand for field lacrosse.

Traditional Lacrosse games were events that could last several days. Lacrosse fields originally had goals ranging from 500 yards to six miles apart. Lacrosse had multiple purposes: Settle inter-tribal disputes, toughen young warriors, and religious reasons.

Best way to increase revenue

The Budget is created by revenues generated from the partnerships fantasy sports companies and the new television network.

Players

MLL contains some of the best 230 lacrosse players in the world. These players mostly come from the top academic institutions in the US, ranging from Princeton, Johns Hopkins, Syracuse, Duke, and Virginia.

Major Icons

Growth Idea #4

  • Casey Powell
  • Jesse Hubbard
  • John Grant Jr.
  • Mark Millon
  • Brodie Merrill
  • Paul Rabil
  • Ned Crotty
  • Brendan Mundorf
  • Rob Pannell
  • Steele Stanwick
  • Matt Danowski

Changing the Pay Scale at the MLL

- Why is this a problem?

o Currently the MLL does not pay their players enough to solely play

lacrosse

The Season

Solution 2

The MLL season consists of 56 regular season games from April to August. All-star weekend is in June. There has been a total of 14 seasons.

Solution 1 - Personal Player Endorsement Deals

Examples

Create a Lacrosse TV Network

> Allows for more sponsorship/advertisement time

> Attract more viewers

> Higher value deals (More $)

> Put more College Lacrosse on the new television network

Pro Snowboarders

NASCAR Racers

MLL

Exposure

Fantasy/Gambling

Growth Idea #3

> No Major Fantasy League

> Hides star players

Partners & Sponsorship

MLL has implemented innovative dynamics to drive extra revenue to the sport.

No Major Fantasy League

Solution

> Build a new partnership with one of

the major fantasy sites

> Create Star Power

> Promote daily followers/gamblers to

follow Lacrosse games.

Hides Star Players

Sponsorship

3

2

1

Partners

A full range of sponsorship packages are available.

Including: Category exclusivity, special events rights, corporate branding on uniforms, national TV commercial units and in-game TV features, field signage, Slash Magazine ads, web site banners, tickets/hospitality, game footage, photo usages, player appearances, customized activation, and cross-promotional programs.

Major League Lacrosse

(MLL)

4

Warrior Lacrosse, Coke Zero, Brine, Cascade, Powerade, Great Atlantic Lacrosse Company, Ford and Body by Jake Global

What is the Shot Clock in Major League Lacrosse like?

Growth Idea #2

• The shot clock in MLL is reset after either a

goal is scored, a shot hits the post, is saved by

the goalie, or there is a change of possession.

• If the clock runs out, possession is granted to

the other team.

• Teams then have 20 seconds to clear the ball

across the midfield line.

Our Idea

SHOT CLOCK

Change the Shot Clock back to 45 seconds

• Makes matches more fast-paced and exciting.

• Players and fans get more engaged in.

• Reward the defense for playing well.

• More transition offense (fast breaks).

• Attract more TV and advertisement deals.

Broadcast and Media

Change in Shot Clock in Major League Lacrosse

• Before 2005: 45 seconds

• After 2005: 60 seconds

Growth Idea #1

Two New Teams

ESPN 2 has been the national home of MLL since 2003. In 2008, MLL licensed its broadcast and digital media rights to Lax United Marketing (LUM). LUM syndicated every game not available on ESPN2. In 2013 MLL had an increase to their television agreement with the CBS Sports Network that brought more live aired games.

A Native Team

Why?

- Embrace the History of the Game and Native culture

by adding a Native managed team

- Capitalize on Canada’s love for lacrosse by

reestablishing a Canadian team

Canada

- Having a Native managed team would be the first

sport to truly embrace the Native culture

- The MLL would receive great press

- The MLL may attract a broader audience and more

sponsors

- There was a MLL team in Hamilton from 2011 until 2013 and

was slowly gaining traction

o Average attendance:

• 1,837 fans in 2013

• 1,539 fans in 2012

• 1,214 fan in 2011

- However, they were shut down before the 2014 season and

players were relocated to the Florida Launch

- Lacrosse originated in Canada

- Canada’s Parliament named lacrosse the national

summer sport of Canada in 1994

- Canada recently beat USA in the FIL World Lacrosse

Championships in 2014

- Currently Canada only has professional teams in

the National Lacrosse League which is box (indoor)

lacrosse

o Teams in Toronto, Calgary, Edmonton, and

Vancouver

- There is evidence that Natives in Canada had

been playing a version of lacrosse since the

early 17th century

- The Six Nations (a league of Iroquois tribes) is

a haven for college lacrosse recruiters

- The Iroquois Nationals recently finished 3rd

place at the FIL World Lacrosse Championships

in 2014

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