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.