Major League Lacrosse

A new look for America’s oldest sport.

Strategy
Brand Identity
Copywriting
SIte DESIGN
Collateral
Social

Facing energized new competition for a limited base of professional lacrosse fans, the new management team at MLL wanted to explore a complete rebranding of the league. The brief the S&P team was given was to “Signal a break from the past perceptions of the league and… revolutionize what the fan experience and engagement opportunities are around both MLL and the game of lacrosse.” The 3 proposed concepts were all rooted in the heritage of the game, with each envisioning a different and exciting future. The league loved the work but ultimately opted for a far more traditional, incremental update that only lasted a season before the MLL was absorbed into the Premier Lacrosse League.