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Customer Experience at the National Lacrosse League

One brand represented at Customer Expo 2018 is responsible for keeping one of America’s oldest sports alive—a game older than football and baseball. That brand is the National Lacrosse League (NLL), which includes 12 teams from the United States and Canada that compete in men’s box lacrosse each year from December to June. (“Box” means indoor, so don’t worry about freezing at the games.)

Stephanie McGinley, the NLL’s Digital Communications manager, came to Expo 2018 to talk about how her company rose to its challenges with customer experience and engagement. She noted that the brand has teams across North America (seven in the United States and five in Canada), so engagement is as necessary as it is difficult. The NLL accordingly employs a multi-faceted strategy that includes engagement at the physical games and also online, particularly through social media and an OTT platform.