Sports Authority partners with MLL

29 Mar '11

3 min read

Major League Lacrosse (MLL), the premier professional outdoor lacrosse league, announced Monday a major deal naming Sports Authority Inc., the premier full-line sporting goods retailer, as an Official Partner of Major League Lacrosse beginning in March, 2011.

“Sports Authority is an industry leader in providing quality, brand-name sporting goods and we are thrilled to launch this strategic partnership with such a powerhouse company,” said Major League Lacrosse Commissioner David Gross. “MLL's partnership with Sports Authority is a testament to the growth of our league in mainstream professional sports and we look forward to collaborating with SA this season.”

Under terms of the agreement, Sports Authority will become the exclusive national sporting goods retailer of the MLL.

“Sports Authority has been a long-time supporter of lacrosse at all levels—youth as well as professional—and is honored to officially partner with Major League Lacrosse,” said Jeff Schumacher, Chief Marketing Officer of Sports Authority. “We believe in this dynamic fast-paced sport and its ability to create a passionate fan base as well as motivate youth to be active.”

As part of the partnership, Sports Authority will be synonymous with Major League Lacrosse. From a broadcast standpoint, Sports Authority will be the title sponsor for all forty games that are televised either on ESPN2 or through syndication. In addition to television, Sports Authority will be the title sponsor of all 40 MLL games streamed online at ESPN3.com. As part of this title sponsorship they will receive commercial units, in-game features and billboards.

As the title sponsor of “Inside the MLL,” a weekly 30-minute magazine show, Sports Authority will help support the league's efforts in providing fans with highlights, features, game previews and capturing the lifestyle of Major League Lacrosse players. Sports Authority will also be the title sponsor of “Inside the Team,” a weekly 10 minute show for each MLL club.

The All-Star Game will now be known as “The Sports Authority MLL All Star Game” and the retail giant will also become the title sponsor of the League's playoff series coining the event as “The Sports Authority MLL Championship Weekend presented by Warrior”.

Sports Authority will be featured on the official game jerseys of two Major League Lacrosse teams. The Rochester Rattlers and The Denver Outlaws will proudly display the SA logo on their game jerseys and shorts.

In stadium, Sports Authority will be prominently featured with field level signage, goal post signage, on-field contests, interactive fan zone displays, couponing, video board and public address announcements and ads in the game day magazine.

From a digital standpoint, Sports Authority will be prominently displayed on the majorleaguelacrosse.com website as well as the presenting sponsor of the soon to be released MLL and team mobile apps.

SA and MLL will work together to create both national and grassroots activation programs specifically designed to reach both brand objectives.

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