Paul Tutka is a multi-time winning NLL writer of the year award winner, and one of the smartest experts in lacrosse. However, after leaving NLL Insider a few years ago (pre IL Indoor era) he hasn’t been writing anywhere. Yet, his Twitter analysis of the league has taken the lacrosse world by storm, and I was lucky to speak with him about a few matters in the league in this four part interview series.
Marisa: You’ve been running your ways to improve the NLL on Twitter. What do you think is the most important?
Paul: My tips on improvement have almost all been marketing related, lots of digital stuff. For a league that is very much a web based league, the digital product has to be better, has to be current, and has to be engaging. If not, who cares. And that’s not me saying that, that’s what potential fans are saying. I’ve talked to them. Teams in this league send a tweet, post something on Facebook, and the conversation ends there. The communication almost across the board is broken in the NLL. What the league and teams feel is good enough, well, it just isn’t. The players in this league drop every ounce of sweat they have anytime they suit up. The same isn’t being done off of it. We’re expected to celebrate seasons we don’t see a team move or fold. Why? Isn’t that the expectation when new owners join the NLL? High fives for doing the bare minimum? It doesn’t make sense. Expectations need to be higher. There needs to be some serious accountability already. The league needs professionals that have thrived in similar settings and have produced real results. Pretenders and wannabes need not apply. Outside of a small handful of teams, none of that is present in the NLL. How much longer will owners that actually take this seriously put up with the amateur stuff that suffocates any real growth? The league currently lacks a brand and identity. They need both, fast.
Marisa: Can the NLL last at Mohegan Sun?
Paul: Hopefully. It’s a very unique environment compared to not only any other team in this league, but almost any legit pro franchise across North America. It was extremely hard to tell what was happening going into the season due to a lack of any real communication. In the current NLL landscape, they just might. It’s another small arena in a smaller market though. People around the league used to say they want the NLL to be the fifth major sport in North America, but since then Major League Soccer has definitely taken that title. MLS has done a fantastic job actually. They have franchises building massive stadiums built specifically for an MLS franchise, while the NLL is slowly moving into smaller markets and small arenas. Does moving into these markets help advance the league or simply keep struggling franchises afloat for the short term? Hard to pay players more money when your game day sales ceiling is so low. Would love to hear about long term plans for some teams. If of course those business plans exist.
Marisa: Should the league return to Philly? Where else should they go?
Paul: They should go to wherever they have strong ownership. Whether that’s Philadelphia, Montreal, New York or wherever. They need deep pockets, a willingness to lose a bundle, fresh ideas, and maybe most importantly, a good arena deal. I’d love to see a team back in Philly. Doesn’t feel the same without them, but for a league that lives and dies through ticket sales, I’m surprised the Wings stayed in the city for as long as they did.
Marisa: Where do you see the NLL in five years? Even in two years?
Paul: If they keep rolling along the way they have, at best, the same place they’re at right now. Everyone got really excited with the 2015 TV deals, but there’s been great deals and exposure in the past. There’s been NBC, SportsNet, The Score, CNNSI, CBS Sports, Fox Sports Net, other TSN deals and more. Sure, these new deals with TSN, ESPN3, Universal and others will garner more eyes, but then what? Is the product strong enough to keep those eyes? Are all those “little things” I’ve tweeted about at a level that impresses today’s average sports fan? We’ll see I guess. It’s all in the execution. Now the real work begins.
Marisa: Are you concerned at the league going to smaller arenas?
Paul: Well, yes and no. Sure owners that have moved into these smaller barns are saving some dough, got some better home dates, gave them a second chance, but it doesn’t scream “professional sports” obviously. If it did, there’d be other pro teams living there too, right? For a league that is almost fully dependent on ticket sales, less seats also means less potential coin coming in, right? There’s good and bad with it from what I can see. I guess it all depends what the NLL’s long term plans are? Would be interesting to hear what the league or any team would answer to your previous question – where do you see the NLL in 5 years? I promise you you’d get close to 9 very different answers. And big or small, if an arena is half empty, it isn’t good for anyone.
