Rather than looking at follower demographics and statistics, I will analyze the successes/failures of the league through a cultural and historical perspective.
NLL Commissioner George Daniel stated the league will attempt new market expansion in the near future, once current teams are strongly established; according to an interview found on Buzzfeed.
The current teams are strong and competitive, hosting an array of athletes. Lacrosse is different from other sports in that many players compete in multiple leagues year round. Other sports have one or two seasons, and only one league.
Canadians are born and bred on lacrosse as it’s their summertime national sport. Any cities over the northern border are strong places for the sport, and even Buffalo and Philadelphia have found consistent success and support.
Other markets were not so successful. Past (and failed) teams include:
Wave
Thunder/CrossFire/Power
Saints
Turbos
Blazers
Bulls
Cobras
Landsharks/Sting
Storm
Ravers
What was it about those teams, areas such as New Jersey, Detroit, Pittsburgh, Boston, Albany, Anaheim, Baltimore, etc. that did not work?
LACROSSE IS A CHILL/MEDICINE SPORT
Similar to the entertainment when playing soccer or hockey where everyone is involved and someone is always doing something, lacrosse players are always cradling, cutting, passing, or running. This could be why it is considered the medicine game or a chill activity. It can also plausibly explain the relaxed mindsets behind the “bros/chix.”
“A picture is worth a thousand words.”
Some believe life is about a balance and would more likely agree with this mentality. Others feel living means going full blast one direction. Some regions such as Texas, Alabama or even New York City may not agree with the sport in the same sense others do, impacting its popularity.
LACROSSE IS AN OUTDOOR SPORT
Even in places that are relaxing like California, Maryland and Florida, lacrosse could be enjoyable. However, areas with similar environments particular to warmer areas enjoy being outside. The MLL has just recently moved the Hamilton Nationals to Florida (Launch). MLL is field lacrosse and could quite possibly take off. In the summers, people do not want to be stuck inside (I do if there’s air conditioning!) when they can be outside in the sun.
LACROSSE IS A WINTER/COLD SPORT
The take on outdoor lacrosse leads right into this. In the colder regions like Canada, New England, Upstate NY, and Washington/Colorado people will very appreciatively go inside. The NLL schedule is second half of winter, and no one wants to be stuck outside in the cold.
NLL lacrosse is a close cousin of hockey: inside a rink, five players and a goalie for each team, active subbing, penalty minutes and power plays. No wonder the sport thrives in those markets.
When it comes to Canadian teams that have been unsuccessful I feel that comes down to proximity of residents to cities/teams, and if teams are located too closely together one team will lose spectatorship and support.
This does not imply that the game is only enjoyable indoors in the winter. This style of lacrosse is most likely to be viewed during these times.
SPECIFIC EVENTS IN HISTORY/TIMING
The Boston team failed. Why? It’s cold. They like hockey. People in the region are quite relaxed. Lacrosse has everything going for it here.
The mascot was seen giving lap dances at games/events. There was poor organizational management and ownership. There was no handling of the negative perceptions caused by these events. It wasn’t the sport, but bad representation of a league and team.
New Jersey is close to Philadelphia (Wings) and New York. They had the NJ Storm but not the support at the time the team was around.
In the past five years, lacrosse has grown exponentially. If a New Jersey team were brought back and placed correctly (geographically) I’d bet it would be successful. Maybe Atlantic City or Long Beach Island.
So, what does work? Other than cold, inside, winter, northern regions, relaxed, etc.
San Francisco:
This city is located in northern California. Believe it or not, there are four seasons, winter being one of them. The winters are mild in comparison to the north but enjoyable nonetheless.
Residents of San Fran enjoy winter elements also. Snow sports are available in just a few hours’ drive north or east. Surfing and beaches are plentiful 10 minutes to the west.
It is a big city surrounded by many small cities and suburbs, being home to a mass amount of potential following and spectatorship. A laid back mentality in the area would help promote the sport, as well.
Green Bay:
Home to the publicly owned Green Bay Packers (NFL), the people of this city are tough! One of the coldest US cities currently and far enough from any other cities to house enough spectators.
Salt Lake City:
Personally, this one is a stretch for me. Once home to the winter Olympics. Multitudes of snow sport enthusiasts coming for winter vacations of skiing/snowboarding, cabin going, and cabins.
If a team were established here, some creative marketing would be necessary in order to place them strategically advantageous for winter visitors in condos and hotels to attend games (and cheaply).
Hartford:
This would be tough given the previous circumstances of their shortcomings. Under new ownership, name, mascot and players, New England just might turn around.
Connecticut residents tend to root for New York Teams (Jets, Giants, Yankees, Mets, Rangers) or New England teams (Bruins, Red Sox, Patriots). However, to go to live events they’re forced to travel long distances.
Lacrosse has picked up tremendously in this region. NLL games would be an affordable event that’s closer than other games. There is no lacrosse teams closer than Boston or New York, and other surrounding areas could attend also (Rhode Island, Eastern/MetroNY, southwestern Massachusetts, etc.)
Pittsburgh:
Home to the NHL Penguins, NFL Steelers and MLB Pirates this city always surprises me. Maybe I don’t expect much, and maybe they’re over the top. The city is located right in the middle of Philadelphia, Cincinnati, and Buffalo.
Why not a team there? They have surprised us so far, and Ben Rothlisberger is a leader in concussion science (#nohelmet #motorcycle). Nearby Cincinnati is a plausible location also.
If you have any ideas or thoughts on where to expand the NLL, comment below!
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