The Premier Lacrosse League (PLL) recently signed a media rights deal with ESPN that will see the network broadcast PLL games through 2031. This landmark deal provides increased exposure for professional lacrosse and allows the fledgling league to reach a wider audience.
What are the key components of the PLL-ESPN media rights deal?
There are several key components to the PLL’s media rights agreement with ESPN:
- ESPN will televise all 63 PLL games per season across its networks including ESPN, ESPN2, ESPNU and ESPN+. This represents an increase from 49 games per season under the previous deal.
- ESPN will have exclusive linear rights, meaning the games cannot be shown live on any other linear TV networks. However, non-exclusive streaming rights allow the PLL to simulcast on other digital platforms.
- The new rights deal runs from 2023 through 2031, spanning nine PLL seasons. The length of the agreement provides long-term stability for the league.
- ESPN will promote PLL content across its platforms. This includes dedicated coverage on SportsCenter as well as integration into key ESPN events.
- All games will be streamed on ESPN+ as part of the platform’s base subscription. Previously, fans had to pay extra to access PLL games on ESPN+.
How does this deal compare to past PLL media contracts?
The new ESPN contract represents a significant increase in exposure and viewership potential for the PLL compared to past deals and arrangements:
Media Partner | Years | Number of Games |
---|---|---|
NBC Sports | 2019-2020 | 21 per season |
NBC Sports + Peacock | 2021-2022 | 49 per season |
ESPN | 2023-2031 | 63 per season |
Under NBC Sports, PLL games were confined to the NBC Sports Network cable channel along with some simulcasting on NBC broadcast network. The move to ESPN provides PLL content access to ESPN’s far larger viewer footprint across both linear TV and digital formats.
What does this deal mean financially for the PLL?
While exact financial details were not disclosed, the expanded ESPN deal represents a major boost in revenue for the fledgling PLL relative to past arrangements. Key financial impacts likely include:
- Rights fees paid by ESPN are expected to be significantly higher than past deals. One estimate pegged the value of the new rights at around $50 million per year.
- PLL gains revenue from ad sales around ESPN game broadcasts. ESPN will handle ad sales and share revenue with the league.
- Costs of producing and distributing games shift from the PLL to ESPN under the new deal.
- The long-term deal provides financial stability and helps attract outside investment in the PLL.
For a startup league like the PLL, rights fees, ad revenue and production cost savings from a major network deal are critical to long-term viability. While specific financials are private, the expanded ESPN deal appears to put the PLL on far better financial footing.
How will this deal benefit PLL viewership and growth?
Beyond direct revenue, the media rights agreement with ESPN offers significant viewership and growth benefits for the PLL and lacrosse:
- ESPN reaches over 86 million households, compared to around 70 million for NBC Sports. This expanded reach exposes the sport to millions of new potential fans.
- Simulcasting on ESPN2/ESPNU provides lead-in viewer retention from highly rated sports content on those networks.
- ESPN is the premier sports media brand and conduits like SportsCenter will introduce lacrosse to new audiences.
- Access to ESPN+ as part of base subscription reduces barriers for current subscribers to watch PLL games and highlights.
- ESPN’s promotional clout can drive national awareness of PLL stars and narratives on par with major pro leagues.
Rapid growth on social media and strong attendance for PLL events indicate interest in pro lacrosse is surging. However, linear and digital TV exposure remains vital to attracting the widest possible audience. This deal gives lacrosse an unprecedented opportunity to expand its reach through ESPN’s marketing machine.
How does this impact the competitive dynamics in pro lacrosse?
The new ESPN deal also has potential implications for competitive dynamics within the pro lacrosse landscape:
- The expanded reach strengthens PLL’s market position relative to the older, more established Major League Lacrosse (MLL)
- Additional revenue allows the PLL to attract and retain top talent that may have considered the MLL otherwise
- Long-term stability helps the PLL plan strategically and makes it more attractive for expansion franchises and private investment
- MLL recently announced game coverage on ESPN platforms as well, but in a more limited capacity compared to PLL’s comprehensive deal
- The popularity of PLL on ESPN could pressure MLL to explore its own expanded media deal for competitiveness
Early on, MLL was dismissive of the upstart PLL. However, the PLL has gained significant ground through its innovative touring model and buzz-worthy presentation. This new deal with ESPN provides another major advantage for the PLL in competing with MLL for talent, attention and strategic position within pro lacrosse.
Could the deal raise the profile of lacrosse overall?
Many lacrosse observers see the PLL’s expanded partnership with ESPN as a watershed moment for elevating lacrosse’s popularity and perception:
- Historically, lacrosse has struggled to gain TV exposure and coverage on par with major pro sports.
- This deal thrusts lacrosse into the mainstream sports conversation on ESPN’s platforms.
- Showcasing lacrosse alongside other major sports lends validity to the pro game.
- Increased visibility provides inspiration for young athletes to pursue lacrosse and related opportunities.
- Higher awareness and participation at youth levels leads to even greater interest at the pro level long-term.
For years, lacrosse has hovered on the fringe as a regional semi-pro sport with limited national presence. This expanded partnership between PLL and ESPN has the potential to elevate pro lacrosse into the upper echelon of pro sports in fans’ minds. That outcome would be a huge boost for increasing amateur participation and overall exposure for the sport.
What challenges still face the PLL as it expands?
While the ESPN deal provides enormous new opportunities, the PLL still faces challenges in converting expanded reach into sustainable success:
- The league must attract viewers and convert casual fans on the new platforms.
- Additional revenue must be invested wisely into managing growth across franchises, players, coaches, etc.
- There is a short window to capture audience attention and build lacrosse fans for the long-term.
- Geographic expansion needs to align with fan interest to avoid overextending.
- The PLL hopes to attract more private investment on the back of the ESPN deal. Negotiating those deals represents a potential hurdle.
The ESPN partnership certainly boosts the PLL’s prospects but still requires shrewd execution. The league must strategically manage operations, marketing, expansion and financing to take advantage of this opportunity to elevate pro lacrosse.
Could the deal raise the profile of lacrosse overall?
Many lacrosse observers see the PLL’s expanded partnership with ESPN as a watershed moment for elevating lacrosse’s popularity and perception:
- Historically, lacrosse has struggled to gain TV exposure and coverage on par with major pro sports.
- This deal thrusts lacrosse into the mainstream sports conversation on ESPN’s platforms.
- Showcasing lacrosse alongside other major sports lends validity to the pro game.
- Increased visibility provides inspiration for young athletes to pursue lacrosse and related opportunities.
- Higher awareness and participation at youth levels leads to even greater interest at the pro level long-term.
For years, lacrosse has hovered on the fringe as a regional semi-pro sport with limited national presence. This expanded partnership between PLL and ESPN has the potential to elevate pro lacrosse into the upper echelon of pro sports in fans’ minds. That outcome would be a huge boost for increasing amateur participation and overall exposure for the sport.
Conclusion
The Premier Lacrosse League securing an exclusive, wide-ranging media rights deal with ESPN has the potential to be a landmark moment for professional lacrosse. The agreement provides PLL games unprecedented distribution through the sports media giant, as well as critical revenue streams. With proper execution by the league, this partnership can help lacrosse grab mainstream attention and surpass its niche sport status. Both the PLL and the sport overall seem primed for a new period of accelerated growth on the back of major ESPN exposure over the next decade. If lacrosse can captivate audiences through this opportunity, the PLL may achieve its goal of vaulting pro lacrosse into the top tier of professional sports leagues.