NLL Continues Makeover With New Logo Highlighting League's History

The NLL yesterday unveiled a new league logo as part of a continued overhaul under Commissioner Nick Sakiewicz. Sakiewicz told THE DAILY that the logo, which was first shown during a ceremony at Mohegan Sun Casino, was about six months in the making. It is designed to highlight the both the league’s history and new mentality, which is entering its 31st season. The NLL designed the logo with Brownstein Group, which it is working with on PR, social media and a new OTT network, NLLTV, which it recently launched in conjunction with Sportsrocket.

Sakiewicz said of the new logo: "Lots of focus group, lots of key-stakeholder feedback, and we feel pretty good: It’s a modern representation." Saturday's unveiling comes a few days after the NLL unveiled a three-year deal with Warrior Sports/New Balance, and Sakiewicz said that the league has signed a host of other new partnerships worth an aggregate low seven figures in new revenue that it will be unveiling over the coming weeks. Meanwhile, the league is also close to finalizing a deal for content distribution in the U.S., and Sakiewicz hinted that it could be with a telecommunications carrier.