BOSTON (October 18, 2018) - Major League Lacrosse (MLL) announced today that it has distributed RFPs to a select group of agencies as part of its plan to undertake a comprehensive rebranding initiative.
MLL was established in 1999, with the first season taking place in 2001. In its 18-year history, MLL has featured the same logo and branding. The logo, as it stands, nods to its roots by featuring MLL great, Michael Watson. While the league values the legacy of the logo and all of the players who wore it throughout the past 18 years, MLL is ready to embrace a new visual identity that directly aligns with the modern lacrosse consumer.
The project will include a revamping of the MLL logo, website, branding on all marketing and communications materials, and all league branded apparel and merchandise. It is an effort that is expected to take several months, but will be released before the 2019 MLL season.
“Along with the significant modifications and improvements that MLL has made to the league this year, we knew it was essential to refresh our brand image,” said Alexander Brown, Commissioner, MLL. “After speaking with players, sponsors, and fans throughout last season, we are refocusing our brand to align with our consumer.”
During the 2018 season, MLL engaged Nielsen Sports & Entertainment to conduct a custom research study to better understand the brand, help grow the league’s fan base, and drive commercial revenue. The survey was distributed through MLL league, team and partners’ social media channels and generated thousands of responses. The detailed insights gleaned from this survey will assist the agencies with comprehensive information provided directly from MLL and lacrosse fans.
“We’re excited to continue to build MLL this winter, now through the modernization of the brand,” said Carrie Gamper, Director of Marketing for MLL. “This process will allow us to hear from some of the top branding agencies in sports marketing and will allow us the opportunity to focus the brand on current and future lacrosse fans.”
In addition to the branding effort, MLL has made significant enhancements to the league during the 2018 offseason. Those 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 an addition of one player to the game day active roster. The 2019 season will be an exciting new start for MLL.
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.
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