The National Lacrosse League (NLL) today announced the launch of NLL UnBOXed™, the League’s new continent-wide grassroots campaign designed to bring the NLL’s fast-paced lacrosse game to more young boys and girls in more communities across North America.
The NLL will expand its multi-national activation footprint to include approximately 60 North American communities by the 2028 Summer Olympics in Los Angeles when sixes lacrosse, similar to the NLL’s 6-on-6 box lacrosse game play style, returns as a medal sport for the first time since 1908.
“NLL UnBOXed is an innovative approach to introducing and fostering the love of box lacrosse’s unique style of play among young boys and girls across North America,” said Kurt Hunzeker, NLL Executive Vice President, Commercial Operations. “With NLL-style sixes lacrosse coming to the LA28 Summer Olympics, it is imperative that the League leads by example and establishes NLL UnBOXed to create meaningful connections with more communities from coast to coast.”
Nine new “NLL UnBOXed Lacrosse Communities” will join the 15 existing NLL teams for the 2024 launch of the multi-tiered campaign: Baltimore, Charlotte, Minneapolis-St. Paul, Montréal, Ottawa, Salt Lake City, Seattle, St. Louis, and the Tampa Bay area.
The NLL will practice innovation and unique activation when engaging these non-franchise markets and grassroots participants, by creating community-relevant “team names” and brand identities to illustrate the League’s commitment to growing box lacrosse across Canada and the United States.
The first of the new NLL UnBOXed Lacrosse Communities’ brand identities will be unveiled today at 1pm ET, beginning the week-long rollout of the NLL’s nine new activation markets across the NLL’s social channels.
The next phase of the initiative begins in 2024 with the start of “NLL UnBOXed At School™,” a physical education-centric lacrosse curriculum created by NLL Hall of Fame inductee Casey Powell and based on the successful SPEED Lacrosse® platform Powell developed after he retired from the NLL.
“I am thrilled to be a part of NLL UnBOXed At School,” Powell said. “The SPEED Lacrosse curriculum will not only introduce lacrosse to young students across North America but also provide them with a pathway towards a lifetime of enjoying the sport. I myself was introduced to lacrosse in my gym class, and SPEED Lacrosse offers the perfect format to sample the game, play it at its fundamental level, and accelerate the NLL grassroots initiative.”
Built specifically for elementary and middle schools, NLL UnBOXed At School also includes a lacrosse equipment endowment program as the NLL and its partners will provide an assortment of sticks, balls, and goals to participating schools’ physical education departments.
All elementary and middle school administrators, athletic directors, and/or physical education teachers can request to become an inaugural participating school by registering at NLL.com/UnBOXed.
“The NLL UnBOXed program offers greater opportunities for all players at any age and skill level to increase their competency at an accelerated rate in a fun and friendly environment,” said Brian Lemon, NLL Executive Vice President, Lacrosse Operations. “The SPEED Lacrosse curriculum incorporated into NLL UnBOXed provides an unrivaled foundation for players that transfers to all disciplines of our game. Players are going to love it.”
NLL UnBOXed further solidifies the League’s commitment to growing youth participation, as last week the NLL joined other U.S.-based lacrosse properties to form Elevate28 with a focused mission to double lacrosse participation in the U.S. to 4 million annual players by the end of the decade.
The 2023-24 NLL season will commence with NLL Faceoff Weekend the first weekend of December.
Season tickets for the FireWolves’ 2023-24 season are on sale now! Tickets for individual FireWolves games will be available at a later date. For more information regarding tickets, visit www.AlbanyFireWolves.com or call/text the FireWolves front office at 518-362-4900.
About Albany FireWolves
The Albany FireWolves is the Capital Region’s very own Professional Box Lacrosse team, playing in the National Lacrosse League out of the MVP Arena in downtown Albany, NY. For more information, contact the Albany FireWolves Front Office at (518) 362-4900 or visit AlbanyFireWolves.com. Follow the team on Facebook at facebook.com/AlbFireWolves, Twitter @AlbFireWolves, and Instagram @AlbFireWolves.
About the National Lacrosse League
The National Lacrosse League (NLL) is North America’s premier professional lacrosse league. Founded in 1986, the NLL ranks third in average attendance for pro indoor sports worldwide, behind only the NHL and NBA. The League is comprised of 15 franchises across the United States and Canada: Albany FireWolves, Buffalo Bandits, Calgary Roughnecks, Colorado Mammoth, Georgia Swarm, Halifax Thunderbirds, Las Vegas Desert Dogs, New York Riptide, Panther City Lacrosse Club (TX), Philadelphia Wings, Rochester Knighthawks, San Diego Seals, Saskatchewan Rush, Toronto Rock, and Vancouver Warriors.
For more information, visit NLL.com and find @NLL on Facebook, Instagram and Twitter. For more information visit NLL.com.
About ASM Global
ASM Global is the world’s leading venue management and services company. The company was formed by the combination of AEG Facilities and SMG, global leaders in venue and event strategy and management. The company’s elite venue network spans five continents, with a portfolio of more than 325 of the world’s most prestigious arenas, stadiums, convention, and exhibition centers, and performing arts venues. From Aberdeen to Anchorage, and Sydney to Stockholm, its venues connect people through the unique power of live experiences. ASM Global’s diverse portfolio of clients benefit from the company’s depth of resources and unparalleled experience, expertise and creative problem solving. Each day, the company’s 61,000 passionate employees around the world deliver locally tailored solutions and cutting-edge technologies to deliver maximum results for venue owners and amazing experiences for guests. By consistently looking for new ways to envision, innovate and empower the spaces and places that bring people together, ASM Global elevates the human spirit while delivering the highest value for all stakeholders. For more information, please visit www.asmglobal.com.
About MVP Arena
MVP Arena is a full-service entertainment and sports facility featuring a wide variety of family shows, sporting events, trade shows and concerts. Owned by Albany County and managed by ASM Global, MVP Arena opened in 1990 and is home to the Albany FireWolves of the National Lacrosse League, the Albany Empire of the National Arena League and the Division I Men’s College Basketball Siena Saints. For more information, please visit https://www.mvparena.com/.
