ESPN Nearing Deal For Stake In Major League Lacrosse
ESPN is close to a deal to “take an equity stake in Major League Lacrosse [MLL],”
according to Ourand & Lefton in this week’s SPORTSBUSINESS JOURNAL. The deal “furthers
ESPN’s strategy of shunning straight rights deals for smaller sports properties
in favor of deals that allow the company to own part of a league.” It is “similar
to one ESPN signed with the [AFL] at the end of last year.” ESPN2 has aired MLL
games for the past four years, but the equity agreement “should lend the league
some badly needed legitimacy, especially since the indoor National Lacrosse League
draws bigger crowds and is planning an outdoor league of its own.” Bill Schoonmaker,
VP/Client Partnerships for LeadDog Marketing, which has represented U.S. Lacrosse,
said, “Any league could benefit from the kind of promotion ESPN can provide, but
they have to get a better time slot than Tuesday afternoons –- and you’d assume
both of those things would improve if ESPN buys equity” (SBJ,
2/26 issue).
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