The Lure of Lacrosse

Lacrosse, which originated in Native American culture going back to the 12th century, has been one of the fastest-growing sports in the U.S. for over a decade, according to research from the National Sporting Goods Association, the NCAA, and other associations and researchers. The increase in interest extends to all levels of the sport: professional, collegiate, and high school.

TV exposure and viewership for pro lacrosse has been expanding as well, especially since the start of the pandemic. ESPN has capitalized on and enhanced the sport’s rising popularity, securing the rights to show Premier Lacrosse League matches in March 2022 for example. The network had begun airing men’s college games on a regular basis in 2005 and has added broadcast time for both men’s and women’s collegiate games since then. It has also added matches to its year-round schedule in recent years through agreements with Athletes Unlimited Lacrosse, a start-up women’s league; the National Lacrosse League, an indoor league; and World Lacrosse, the international governing body.

These positive trends for the sport have translated to consumer products deals at the pro and collegiate levels. Some recent developments:

• USA Lacrosse, the governing body of men’s and women’s lacrosse in the U.S., with oversight of the U.S. National Team, signed a two-year licensing agency partnership with CAA Sports Licensing in February 2023 to expand its consumer products presence in e-commerce and at retail. Just a month before that it had extended its agreement with Warrior Sports as its official equipment supplier. In June, the organization announced a license with Streaker Sports for vintage-look apparel and a three-year partnership making Gatorade its exclusive sports drink.

• Premier Lacrosse League, a North American men’s pro league composed of eight teams that was founded in 2018, signed a deal in May with Rebel Bourbon, making the latter the official bourbon of the PLL for the 2023 season. In fall of 2022, the PLL partnered with Champion and rapper Method Man for a capsule collection of t-shirts, shorts, and hoodies. Merchandise was also gifted to 10 nonprofit lacrosse organizations to promote inclusion and expand lacrosse to diverse communities. The initiative recently received the Hashtag Sports Award for Diversity, Equity, and Inclusion.

• Athletes Unlimited Lacrosse, which had its first season in 2021, extended its collaboration with Nike in March of this year. Nike will remain the uniform, athletic apparel, and footwear partner for all four Athletes Unlimited women’s sports leagues, which encompass softball, volleyball, and basketball, as well as lacrosse.

• Partnerships with university teams, both new and existing, also continue to grow. In December 2022, Gait Lacrosse, a marketer of women’s lacrosse apparel and equipment founded in 2020, signed a three-year deal with the University of South Florida women’s team, which will start officially competing in spring 2025. And Epoch Lacrosse, last October, partnered with Providence College to provide its on-field gear. Epoch is also a licensee of the Premier Lacrosse League and National Lacrosse League.

• Lacrosse Unlimited, the world’s largest lacrosse equipment supplier, launched a licensed uniform program in March of this year. Teams will have the opportunity to purchase officially licensed uniforms incorporating the latest technologies from suppliers including Maverik, STX, Gait, and ECD, all noted manufacturers of lacrosse apparel, accessories, and equipment. Teams can customize their looks with their team colors, logos, and player names. Separately, in November of last year, Lacrosse Unlimited collaborated with Peanuts Worldwide to create a limited-edition UNLTD x Peanuts collaboration consisting of shorts, sweatshirts, t-shirts, hats, and balls; the artwork featured Peanuts characters using lacrosse equipment. The collection was sold online and at Lacrosse Unlimited’s more than 45 retail stores.

The sport has been gaining players and fans outside of the U.S. as well, with 86 countries that field national programs now maintaining membership in World Lacrosse. In 2002, only 18 teams had national programs. Meanwhile, sales of equipment and consumer products are increasing worldwide. DataIntelo, for example, estimates that the compound annual growth rate for the global lacrosse equipment market will be 5.5% from 2022 to 2030.

RaugustReports will not be posting on July 3, 2023, due to the U.S. Independence Day weekend. We’ll be back to our regular twice-weekly schedule with new licensing insights on Thursday, July 6.