The indoor National Lacrosse League has signed its biggest and most comprehensive sponsorship ever, as Reebok has agreed to a five-year, head-to-toe apparel and shoe deal that the league said is worth eight figures when including the apparel, media and marketing commitments. Other NLL sponsorship deals traditionally run from $350,000 to $700,000 annually.
Reebok’s deal gives the NLL added credibility and is the most recent demonstration that America’s oldest sport is moving from its traditional Eastern regional roots to a more national appeal.
“The growth of lacrosse as a whole has been tremendous,” said NLL Commissioner Jim Jennings. “As for our league, we’re always classified as a second-tier sport, but doing deals like this one should help us break out of that mold.’’
The NLL joins the NBA, NFL and NHL in having comprehensive Reebok licensing and marketing deals. Reebok gets branding on all NLL uniforms, along with signs on dasher boards and floors at games when the season begins Dec. 30.
Players will wear Reebok-branded gloves, helmets and apparel this season, and other equipment as Reebok expands its lacrosse offerings to include sticks and other hard goods.
Reebok has committed to bringing a comprehensive NLL offering to retail for the first time, including authentic and replica apparel, by next summer. Jennings said that previously, about 80 percent of NLL apparel sales were at venue.
Television plans for the upcoming season are incomplete (the NLL All-Star Game and Championship were aired on NBC Sports last season), but Jennings said he is negotiating with three cable outlets, including OLN. If a deal is consummated, Reebok is expected to support it with an ad buy.
Reebok also gets placement on nll.com and will title sponsor the grassroots “Scoop n’ Shoot” program. The Reebok deal was handled by Leverage Sports Agency, New York, which sells sponsorships for the NLL.
There is enough potential in the sport now that the NLL is studying adding an outdoor league in 2007 that would challenge “Body by Jake” Steinfeld’s Major League Lacrosse. “We’d like to have our athletes playing year-round,” said Jennings.
“As lacrosse moves out of its traditional markets, it’s been perceived as closer to an action sport, which has helped it develop youth appeal,” said Doug Metchick, whose Westport, Conn.-based Penfield Marketing Group sells other niche sports, such as U.S. Sailing and the Major Indoor Soccer League. “The NLL itself is working because it’s got a lot of hockey owners and they play in a lot of hockey arenas, with the same mix of speed and violence that attracts hockey fans.”
Play location: Indoors
