World Lacrosse Sixes Brand Identity
The World Lacrosse Sixes brand identity was developed by Zag, an internationally-respected brand development agency based in London that works with some of the most recognized brands in sport and entertainment, including FIFA, Under Armour, Tottenham Hotspur, the Royal and Ancient Golf Club of St. Andrews, the New York Yankees, Disney, Yamaha and Kellogg’s. Overseeing the brand development work on behalf of Zag was Fred Popp, who brought more than 20 years of experience and success working with brands in international, Olympic and professional sport to the assignment, and on behalf of World Lacrosse, Chief Brand and Communications Officer Darryl Seibel.
The World Lacrosse Sixes brand identity has been developed to capture and convey the essence of the new discipline:
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A modern interpretation of a game built upon time-honored traditions and values
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A universally accessible discipline of the game that is unbound by borders
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An exhilarating, action-packed offering designed to appeal to 21st Century sport participants and fans with tempo, speed, scoring and less specialization
The brand identity is built upon a hexagon motif applied at the speed of Sixes, and features bold colors and innovative design elements.
“World Lacrosse set out on a mission: It wanted to expand the way lacrosse was adopted, played and lived,” said Popp. “In a way, this ambition reflects the change sport is undergoing with the need for democratic, accessible, media-friendly disciplines. When it crafted World Lacrosse Sixes — a new code of the traditional game — World Lacrosse adopted the zeitgeist of sport for all.”
As part of the brand development process, Zag conducted research with National Team players, recreational players and fans of lacrosse around the globe. Among the key research findings:
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84% of those polled see the new World Lacrosse Sixes format as positive
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82% want to play the new discipline
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87% want to watch the new discipline
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Importantly, within the survey group, more than 97% of National Team athletes expressed support for the pursuit of Olympic inclusion by World Lacrosse
What Makes World Lacrosse Sixes Different
Among the major differences players will find in World Lacrosse Sixes are:
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30-second shot clock
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Games are played in 4, 8-minute quarters
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Goalies initiate play after goals are scored; draws / faceoffs occur only at the start of each quarter
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Field size is 70×36 meters
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Flow of the game emphasizes tempo, with fewer stoppages in play
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Everyone plays both sides of the field (defense/offensive); substitutions are made on the fly
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Rosters are comprised of 12 players, which leads to more playing time and more touches on the ball
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In the women’s game, defensive players cannot be penalized for entering the shooting lane of an offensive player; offensive players will be penalized for taking a shot without regard for other players.
World Lacrosse Sixes Is Already Taking Off
Prior to today’s formal introduction of World Lacrosse Sixes, the new discipline is already being embraced and introduced for domestic competition by the following World Lacrosse members:
Australia Lacrosse Association
China Lacrosse Association
Costa Rica Lacrosse
England Lacrosse
German Lacrosse Association
Hong Kong Lacrosse Association
Iroquois Nationals/Haudenosaunee
Japan Lacrosse Association
Korea Lacrosse Association
Luxembourg Lacrosse Federation
Philippines Lacrosse Association
Lacrosse Scotland
Uganda Lacrosse Association
USA Lacrosse
In addition, World Lacrosse is now working with its member-National Governing Bodies and Continental Federations to introduce a series of international events featuring the Sixes discipline, culminating with a World Championship several years from now. An announcement of the 2021 and 2022 series of events is expected in the next 90 days.
World Lacrosse Sixes will be the discipline featured during The World Games 2022 in Birmingham, Alabama, USA, July 7-17, 2022.
World Lacrosse Offers Technical Resources
Among the technical resources being introduced today by World Lacrosse for players, coaches, officials and administrators are:
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World Lacrosse Sixes Official Playing Rules
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In-person coaching clinics delivered alongside Sixes events
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Introductory e-learning course for officials
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Introductory e-learning course for players and coaches
These resources have been designed to ensure participants feel confident taking the field. The World Lacrosse Sixes webpage (www.worldlacrosse.sport/sixes) features materials designed for players who are new to the game of lacrosse, as well as for participants who have experience playing the field or box versions of the game. World Lacrosse will continue to update the Virtual Training Center and NGB Toolkit on its website to best support the continued growth of the World Lacrosse Sixes discipline.