BOSTON (November 14, 2018) – Major League Lacrosse (MLL) announced today the hiring of Troika as the agency of record for its rebranding initiative.
Troika, a part of the Troika Mission Group, is a brand consultancy and creative agency with expertise in entertainment, sports, and media. The Los Angeles-based firm has been tasked with creating a valuable and meaningful brand experience that builds engaged and loyal audiences aligned with MLL's vision.
“We are pleased to work with Troika on redefining MLL to better engage the fast-growing national lacrosse market, and our fan base of today and tomorrow,” said Alexander Brown, MLL Commissioner. “Our players, sponsors, and fans gave us valuable input on essential changes we needed to make, and a brand refresh was one of them. The excellent work that Troika has done for past clients speaks for itself, and we look forward to working with them.”
In October, the league announced that it was seeking agencies to partner with on a comprehensive rebranding initiative. The process will include a revamping of the MLL logo, website, branding on all marketing and communications materials, and all league-branded apparel and merchandise. The project will be finished before the 2019 MLL season begins.
Troika’s experience in the rebranding and promotion of sports properties includes UFC, NFL and ESPN. The current PGA brand campaign “Live Under Par” was created by Troika. The aim of this campaign was to future-proof the brand of the PGA TOUR and to increase total fan consumption. The result was a new brand campaign featuring the first new tagline in 20+ years and fresh visual identity. As seen through its most recent work with the PGA, the agency, which has offices in New York, Los Angeles and London, creates and designs with a fan-centric perspective.
“Troika is the perfect partner for modernizing the MLL brand,” said Carrie Gamper, Director of Marketing for MLL. “They are one of the top branding agencies in sports marketing, and they value input from all stakeholders in their creative process. We had a number of players and team representatives weigh in on the agency selection process, and we appreciate that Troika shares the value the league places on input from teams, players, and fans.”
The rebranding initiative will be heavily influenced by a custom fan research study done by Nielsen Sports & Entertainment during the 2018 season. This study, which generated more than 3,000 responses from MLL fans and followers, will help Troika with the initial steps in its work.
“We are thrilled to be partnering with Major League Lacrosse on the rebrand,” said Dan Pappalardo, President of Troika. “It is an opportunity to reinforce MLL’s legacy as the beacon of the lacrosse community, and position the league for the future.”
In addition to the branding effort, MLL has made significant enhancements to the league during the 2018 offseason. The positive changes have included: a shift of the schedule to a post-Memorial Day start, beginning on Friday, May 31, 2019; an increase in the salary cap; an expansion of the game schedule; and the addition of one player to the game-day active roster. The 2019 season will be an exciting new start for MLL, which expects increased interest and engagement from fans and sponsors who support the sport.
For more information about the MLL and the upcoming 2019 season, visit:
About Major League Lacrosse
Major League Lacrosse (MLL), the premier professional outdoor lacrosse league, is headquartered in Boston. MLL has led the sport of lacrosse into the mainstream of competitive team sports since 2001. In the spring of 2018, MLL entered into new leadership for the first time in 17 years when it selected Alexander Brown as the Commissioner. The league is made up of nine teams: The Atlanta Blaze, Boston Cannons, Charlotte Hounds, Chesapeake Bayhawks, Dallas Rattlers, Denver Outlaws, Florida Launch, New York Lizards, and Ohio Machine.
Troika Mission Group
Troika Mission Group (OTC: MTWO) is an integrated branding, advertising and consumer analytics solution with offices in New York, Los Angeles and London. The firm is revolutionizing how brands drive customer engagement, conversion, loyalty, and lifetime value to help companies succeed in a new era of media. Troika is the brand consultancy and creative team based in Los Angeles with clients that include Oath, AT&T, ABC, HBO, ESPN, PGA Tour, UFC, Topgolf, Turner, Riot Games, EA Sports, CNN, Hulu and Apple. For more information, visit
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