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Volume 25 No. 234
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Adidas Signs On To Be Apparel Partner Of Premier Lacrosse League

The Premier Lacrosse League has made Adidas the official apparel partner of the league, the first major corporate partnership the new venture has revealed. Terms were not revealed for the multiyear deal, but the league said that Adidas will make a significant investment into it as well as with PLL media partner NBC Sports. Adidas will provide the league’s jerseys, footwear and sideline apparel; buy ad inventory with NBC; participate in the league’s content efforts and community efforts; and activate the partnership on site at the PLL’s games and some of Adidas’ own flagship stores. PLL co-Founder & CEO Mike Rabil said the deal “is robust, multi-pronged and multiyear.” The PLL and Adidas will roll out the jerseys in the coming weeks, and the league says they will include some next-level technology. Jerseys also could eventually include patch sponsorships like what the NBA has incorporated in recent seasons. The PLL is expected to unveil several other corporate partnerships in the coming months heading into the start of its inaugural season in June (Adam Stern, THE DAILY).

PERFECT MATCH: BLOOMBERG NEWS' Soshnick & Novy-Williams note PLL Founder Paul Rabil and Mike Rabil "called the apparel deal the biggest in pro lacrosse history." Adidas also will "finance original programming" for the league and will "put on events at its flagship stores" in N.Y. and Santa Monica. Adidas Head of Hockey Dan Near said that the PLL "fits well with Adidas' emphasis on what it calls 'creators' -- athletes and influencers who challenge the status quo." Near added the PLL is "embracing digital in a way that we've never seen before from a sports league." Adidas also "gets a growing and affluent demographic" with lacrosse. Lacrosse participation has jumped 35% over the past six years, according to the Sports & Fitness Industry Association. More than half of the sport's participants "come from a household with an income above $75,000" (BLOOMBERG NEWS, 4/10).