Mar 28, 2011 at 09:22 PM
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MLL Scores Sports Authority As Title Sponsor Of Pretty Much Everything In MLL

Major League Lacrosse and Sports Authority Inc. have agreed to make the sporting goods retailer an Official Partner of Major League Lacrosse beginning in March, 2011. Under terms of the agreement, Sports Authority will become the exclusive national sporting goods retailer of MLL.

Here's the operative part of today's announcement: "Sports Authority will be synonymous with Major League Lacrosse."

The sponsorship, the biggest of its kind in the sport of lacrosse, will make Sports Authority 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 As part of this title sponsorship they will receive commercial units, in-game features and billboards.

“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.”

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, which will be known as “The Sports Authority MLL Championship Weekend presented by Warrior”.

“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 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.

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.

In addition to receiving online exposure at, Sports Authority will be the presenting sponsor of the soon to be released MLL and team mobile apps.

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