North American sports league NLL makes huge push for growth

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30-year-old professional sports league builds momentum ahead of upcoming season

PHILADELPHIA – The National Lacrosse League (NLL), the largest men’s professional indoor lacrosse league in North America, has named Brownstein Group, a Philadelphia-based brand communication agency, as its Agency of Record. Brownstein Group will partner with the League’s internal marketing and public relations teams to execute integrated campaigns designed to increase brand awareness and enhance how the League communicates with its fans.

This agency appointment comes on the heels of a successful 2016 season for the NLL, including the addition of a new market in Saskatoon, Saskatchewan. Regular-season attendance across the league grew two percent in 2016, with a double-digit spike in attendance for many teams, such as the Buffalo Bandits, Rochester Knighthawks, and the Saskatchewan Rush, who previously played in Edmonton.

“This is more than just a game – it’s a lifestyle,” said Nick Sakiewicz, Commissioner of the National Lacrosse League. “We have some of the finest athletes in the world, matched by some of the most passionate fans. With the help of Brownstein Group, we’re going to amplify and unlock this world class experience beyond the arena walls.”

The NLL’s comprehensive media and marketing scope of work includes a variety of initiatives spanning all of Brownstein Group’s core competencies in brand strategy, creative, digital, public relations and social media. The process will begin immediately with brand research and immersion into the existing nine teams.

“This is the fastest game on two feet, and deserves an agency capable of delivering that same intensity,” said Marc Brownstein, President & CEO of Brownstein Group. “We are in a new era of sports marketing, where fans crave content and expect access across multiple platforms. We’re looking forward to engaging current NLL fans and showing others the power and precision that gives indoor lacrosse such a fanatical following.”

To support the League’s growth, the NLL has also made two strategic chief appointments. Ashley Dabb has been named Chief Marketing Officer to oversee the planning, development and execution of the organization’s marketing strategies. Dabb previously served as Vice President of Marketing and Communications for the Philadelphia Union, Major League Soccer’s 16th franchise, where she managed the team’s branding, marketing and sales campaigns.

Additionally, the NLL has appointed Kevin Morgan as Chief Revenue Officer, in which he’ll be responsible for driving revenue growth across the organization. With more than 25 years of experience in the sports and entertainment industries, Morgan has represented numerous organizations and recognizable brands, including the NHL, NBA, NFL and NASCAR. Under his leadership, his organizations have generated hundreds of millions of dollars in revenue and achieved successful sales of tickets, premium seating, sponsorships and key alliances.

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