The National Lacrosse League’s grassroots campaign got a lot bigger this week.
On Thursday, November 14, the NLL unveiled 13 new community identities for its UnBOXed program, which aims to introduce young boys and girls to the game of lacrosse in their gym classes. These are not expansion teams, but the NLL hopes these identities and community-relevant names will help engage people in these markets and encourage them to participate in the UnBOXed program. They also hope they “illustrate the League’s commitment to growing box lacrosse across Canada and the United States” as they work toward their goal of becoming the “next major league.”
“NLL UnBOXed illustrates our bold approach and dedicated commitment to growing the game of lacrosse and welcoming new NLL fans to our uniquely entertaining sport. As we invite and welcome more communities, schools, families, and fans to the NLL, while strengthening our connections in these key areas throughout North America, we move one step closer to our goal of becoming ‘The Next Major League.’”
— Kurt Hunzeker, NLL Executive Vice President, Commercial Operations
The NLL hopes to expand its activation footprint to 60 communities across North America by the time the 2028 Summer Olympics in Los Angeles roll around. Those games will include sixes lacrosse — a format similar to the box lacrosse played in the NLL — as a medal sport for the first time since 1908. The NLL is also part of the Elevate 28 initiative, which aims to increase the number of people participating in lacrosse in the U.S. to 4 million by 2030.
The 13 new UnBOXed identities, combined with the 14 current NLL franchises, bring the league’s total activation footprint to 36 markets throughout North America. Here’s a closer look at the new identities, with all graphics courtesy of the NLL’s Facebook page:
The initial nine UnBOXed identities were launched in November 2023. Since then, though, the St. Louis entry changed its name from the Rhythm to the Howlers, and with the Ottawa Black Bears joining the NLL, the Ottawa Electrics became the Dallas Oilcats, an identity that uses elements of the now-defunct Panther City Lacrosse Club logo.
The 2024-25 NLL regular season gets underway on Friday, November 29, with two games. A new Battle of Ontario will spark up with the Ottawa Black Bears playing host to the Toronto Rock, while the Vancouver Warriors visit the Colorado Mammoth later that evening.
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