The National Lacrosse League (NLL), the largest men’s professional indoor lacrosse league in North America, has named Brownstein Group, a Philadelphia-based brand communication agency, as its Agency of Record. Brownstein Group will partner with the League’s internal marketing and public relations teams to execute integrated campaigns designed to increase brand awareness and enhance how the League communicates with its fans.
This agency appointment comes on the heels of a successful 2016 season for the NLL, including the addition of a new market in Saskatoon, Saskatchewan. Regular-season attendance across the league grew two percent in 2016, with a double-digit spike in attendance for many teams, such as the Buffalo Bandits, Rochester Knighthawks, and the Saskatchewan Rush, who previously played in Edmonton.
“This is more than just a game – it’s a lifestyle,” said Nick Sakiewicz, Commissioner of the National Lacrosse League. “We have some of the finest athletes in the world, matched by some of the most passionate fans. With the help of Brownstein Group, we’re going to amplify and unlock this world class experience beyond the arena walls.”
The NLL’s comprehensive media and marketing scope of work includes a variety of initiatives spanning all of Brownstein Group’s core competencies in brand strategy, creative, digital, public relations and social media. The process will begin immediately with brand research and immersion into the existing nine teams.
“This is the fastest game on two feet, and deserves an agency capable of delivering that same intensity,” said Marc Brownstein, President & CEO of Brownstein Group. “We are in a new era of sports marketing, where fans crave content and expect access across multiple platforms. We’re looking forward to engaging current NLL fans and showing others the power and precision that gives indoor lacrosse such a fanatical following.”
To support the League’s growth, the NLL has also made two strategic chief appointments. Ashley Dabb has been named Chief Marketing Officer to oversee the planning, development and execution of the organization’s marketing strategies. Dabb previously served as Vice President of Marketing and Communications for the Philadelphia Union, Major League Soccer’s 16th franchise, where she managed the team’s branding, marketing and sales campaigns.
Additionally, the NLL has appointed Kevin Morgan as Chief Revenue Officer, in which he’ll be responsible for driving revenue growth across the organization. With more than 25 years of experience in the sports and entertainment industries, Morgan has represented numerous organizations and recognizable brands, including the NHL, NBA, NFL and NASCAR. Under his leadership, his organizations have generated hundreds of millions of dollars in revenue and achieved successful sales of tickets, premium seating, sponsorships and key alliances.
To stay connected to your team, the latest scores and developments in the National Lacrosse League, please visit: https://twitter.com/NLL.
About the National Lacrosse League
The National Lacrosse League (NLL) is North America’s professional indoor lacrosse league featuring the best players in the world. Founded in 1986, the NLL ranks third in average attendance for professional indoor sports worldwide behind only the NHL and NBA. The league is comprised of nine franchises across the U.S. and Canada: Buffalo Bandits, Calgary Roughnecks, Colorado Mammoth, Georgia Swarm, New England Black Wolves, Rochester Knighthawks, Saskatchewan Rush, Toronto Rock and Vancouver Stealth. The recently completed 2016 season was the league’s 30th anniversary year. For more information, visit NLL.com and find the NLL on Facebook, Instagram and Twitter.
About Brownstein Group
Brownstein Group is the longest-running independent brand communication agency in Philadelphia. Founded in 1964 as Brownstein Advertising, Brownstein Group has since evolved into a network of integrated communication specialties encompassing brand strategy, digital, advertising and design, public relations, and social media. A member of the 4As, the Public Relations Society of America and Philly Ad Club, Brownstein Group provides services to local, national and international clients such as IKEA, Beneficial Bank, Comcast, Saint-Gobain North America, Ricoh America, Cozen O’Connor, Western Union, The Philadelphia Auto Show, Garces Group and La Colombe. For additional information visit www.brownsteingroup.com.
