How is Paul Rabil transforming the sport of lacrosse. What innovative approaches is the Premier Lacrosse League taking to engage modern fans. Why is the PLL’s player-centric model changing the game. How does the league’s touring format and media strategy aim to grow lacrosse’s popularity.
The Rise of Paul Rabil: From Johns Hopkins Star to Lacrosse Innovator
Paul Rabil, a former Johns Hopkins University lacrosse sensation, has emerged as a transformative figure in the world of professional lacrosse. During his college career from 2005 to 2008, Rabil showcased his exceptional skills by scoring an impressive 111 goals. His prowess on the field led to a successful professional career, earning him MVP honors in the Major Lacrosse League.
At the age of 33, Rabil has taken on a new challenge that could reshape the landscape of professional lacrosse. Alongside his brother Mike Rabil, he has co-founded the Premier Lacrosse League (PLL), a venture that aims to revolutionize the sport and propel it into the modern era.
Paul Rabil’s Collegiate Achievements
- Scored 111 goals at Johns Hopkins University (2005-2008)
- Established himself as a standout midfielder
- Laid the foundation for a successful professional career
The Premier Lacrosse League: A Modern Approach to Professional Sports
The Premier Lacrosse League represents a departure from traditional sports league models. Rabil and his team have designed the PLL with a forward-thinking approach that embraces the realities of 21st-century sports entertainment.
How does the PLL differ from conventional sports leagues? The league features six teams that compete in a touring format, visiting 12 major markets over 14 weekends. This innovative structure allows the PLL to maximize exposure and engage fans across multiple regions.
Key Features of the Premier Lacrosse League
- Six teams competing in a touring format
- 14 weekends of play across 12 major markets
- Emphasis on modern sports infrastructure and technology
- Focus on player marketability and celebrity status
Backing from Venture Capital: A Strong Foundation for Growth
One of the distinguishing factors of the Premier Lacrosse League is its robust financial backing. Unlike many startup sports leagues that struggle to secure funding, the PLL has garnered support from some of the most prestigious names in venture capital.
Who are the key investors behind the Premier Lacrosse League? The league has secured funding from influential entities such as The Raine Group, Creative Artists Agency, The Chernin Group, and Blum Capital. While the exact amount of investment remains undisclosed, Rabil has confirmed that the league is “well funded,” providing a solid foundation for its ambitious plans.
Notable Investors in the PLL
- The Raine Group
- Creative Artists Agency
- The Chernin Group
- Blum Capital
A Player-Centric Model: Revolutionizing Athlete Compensation
Perhaps the most groundbreaking aspect of the Premier Lacrosse League is its approach to player compensation and welfare. The PLL has implemented a model that prioritizes the well-being and financial security of its athletes, setting a new standard for professional sports leagues.
How does the PLL’s compensation model differ from traditional leagues? In the PLL, players are employed directly by the league rather than individual teams. This structure allows for more equitable distribution of resources and ensures that all players have access to essential benefits.
Key Elements of the PLL’s Player-Centric Model
- Increased cash compensation compared to industry averages
- Access to healthcare benefits, a first in professional lacrosse
- Stock options in the league, making players equity owners
This innovative approach not only attracts top talent but also aligns the interests of players with the overall success of the league. By giving athletes a stake in the business, the PLL creates a more collaborative and motivated workforce.
Non-Geographic Team Structure: Fostering Widespread Fan Engagement
The Premier Lacrosse League has taken an unconventional approach to team identity by eschewing traditional geographic affiliations. Instead of representing specific cities or regions, the six teams in the PLL are known simply by their nicknames: Archers, Atlas, Chaos, Chrome, Redwoods, and Whipsnakes.
Why did the PLL choose this non-geographic team structure? This decision serves multiple purposes. Firstly, it prevents fans in locations without a team from feeling excluded. Secondly, it aligns with changing patterns in sports fandom, particularly among younger generations.
Advantages of Non-Geographic Teams
- Inclusive fan experience across all markets
- Flexibility in scheduling and touring
- Emphasis on player-centric fan engagement
- Alignment with modern sports consumption habits
Rabil notes that data from platforms like Google, Facebook, and Instagram indicate that Millennials and Gen Z fans are increasingly choosing favorite players over teams. This shift in fan behavior has influenced the PLL’s strategy, allowing for more fluid and widespread fan engagement.
Media Strategy: Maximizing Visibility and Accessibility
To ensure maximum exposure and accessibility for fans, the Premier Lacrosse League has secured a comprehensive media deal that spans multiple platforms. This multi-faceted approach allows the PLL to reach audiences through traditional broadcast channels as well as digital platforms.
How will fans be able to watch PLL games? The league’s media strategy includes a mix of network television, cable, and over-the-top (OTT) internet channels. This diverse distribution approach caters to various viewer preferences and ensures that lacrosse fans can easily access games and content.
PLL Broadcast and Streaming Details
- 3 games broadcast on NBC
- 16 games broadcast on NBCSN
- 19 games carried on NBC digital platforms
This comprehensive media strategy not only increases the visibility of the sport but also provides flexibility for fans to engage with the league across multiple platforms. The inclusion of digital streaming options particularly appeals to younger audiences who prefer to consume sports content on mobile devices and through social media.
Star-Studded Rosters: Showcasing Lacrosse’s Elite Talent
The Premier Lacrosse League has assembled an impressive array of talent, featuring some of the most accomplished players in the sport. This concentration of elite athletes not only ensures a high level of play but also provides a strong foundation for marketing and fan engagement.
Who are some of the notable players joining the PLL? The league has attracted numerous star players, including several with connections to prestigious lacrosse programs. Some familiar names include Kyle Harrison (Johns Hopkins), Kyle Hartzell (Salisbury), Matt Rambo (Maryland), and Tucker Durkin (Johns Hopkins), in addition to Paul Rabil himself.
Notable Achievements of PLL Players
- 10 Tewaaraton Award winners
- Over 10 professional lacrosse MVPs
- 21 Team USA players
- 17 Team Canada players
The concentration of top-tier talent in the PLL not only elevates the level of competition but also provides fans with the opportunity to see the world’s best lacrosse players compete regularly. This star power is a crucial element in the league’s strategy to attract new fans and grow the sport’s popularity.
Youth Engagement: Nurturing the Next Generation of Lacrosse Players
Recognizing the importance of grassroots development, the Premier Lacrosse League has incorporated youth engagement into its core strategy. The PLL Academy is designed to provide aspiring young players with direct access to the sport’s top talents, fostering skill development and passion for the game.
How does the PLL Academy work? The program leverages the league’s touring format to offer instructional sessions in each market visited. This approach creates unique opportunities for young players to learn from and interact with professional athletes, potentially inspiring the next generation of lacrosse stars.
Key Features of the PLL Academy
- Instructional sessions led by professional players
- Direct contact between youth players and lacrosse stars
- Sessions held in conjunction with PLL tour stops
- High-impact program with enthusiastic player participation
By integrating youth development into its overall strategy, the PLL demonstrates a commitment to the long-term growth and sustainability of the sport. This approach not only helps to cultivate future talent but also strengthens the connection between the league and local lacrosse communities.
Digital Marketing and Fan Engagement: Building Buzz for the Inaugural Season
In preparation for its inaugural season, the Premier Lacrosse League has launched a robust digital marketing campaign to generate excitement and engage potential fans. Leveraging popular social media platforms, the PLL is working to create a strong online presence and community around the league.
Which platforms is the PLL using to connect with fans? The league has been particularly active on Twitter and Instagram, recognizing these platforms as key channels for reaching younger audiences and sports enthusiasts. Through these social media efforts, the PLL aims to build anticipation for the upcoming season and establish a direct line of communication with fans.
PLL’s Digital Marketing Strategies
- Active presence on Twitter and Instagram
- Regular updates on league news and player highlights
- Behind-the-scenes content to engage fans
- Interactive elements to foster community engagement
By embracing digital marketing and social media engagement, the PLL positions itself as a modern, fan-friendly league that understands the importance of direct communication and content creation in today’s sports landscape. This approach not only helps to build excitement for the inaugural season but also lays the groundwork for long-term fan loyalty and community building.
The Future of Lacrosse: Paul Rabil’s Vision for Growth and Innovation
As the Premier Lacrosse League prepares for its launch, Paul Rabil’s vision for the future of the sport comes into sharper focus. By combining innovative business practices, player-centric policies, and a keen understanding of modern sports consumption habits, Rabil and his team are positioning the PLL as a catalyst for lacrosse’s growth and evolution.
Can the PLL’s innovative approach propel lacrosse into the mainstream? While the success of any new sports league is never guaranteed, the PLL’s strong financial backing, star-studded rosters, and forward-thinking strategies provide a solid foundation for growth. By addressing many of the challenges faced by traditional sports leagues and embracing the opportunities presented by digital technology and changing fan behaviors, the PLL has positioned itself as a potential game-changer in the world of professional sports.
Key Factors in the PLL’s Potential for Success
- Innovative league structure and touring format
- Player-centric policies and equity ownership
- Strong financial backing from venture capital
- Comprehensive media strategy across multiple platforms
- Focus on youth engagement and grassroots development
- Embrace of digital marketing and fan engagement
As the inaugural season of the Premier Lacrosse League approaches, all eyes will be on Paul Rabil and his ambitious venture. Whether the PLL can successfully revolutionize the sport of lacrosse and capture the imagination of a new generation of fans remains to be seen. However, the league’s innovative approach and Rabil’s passion for growing the game suggest that exciting times lie ahead for lacrosse enthusiasts and sports fans alike.
Johns Hopkins Lacrosse Legend Paul Rabil Aims To Grow Game Through Forward-Thinking PLL
Lacrosse’s history may predate the arrival of Europeans in North America but its future will be influenced by the momentum of the 21st century, according to the sport’s most prominent superstar.
Paul Rabil, the spectacular Johns Hopkins University midfielder who scored 111 goals from 2005-2008 and went on to an MVP career in the Major Lacrosse League, is taking on a new role within the sport — league founder.
Rabil, 33, and his older brother Mike Rabil are set to launch the Premier Lacrosse League in June with a business approach befitting a Silicon Valley startup and a strategy that will try to take advantage of digital technology and even the changing tastes of young fans.
Rabil said the new league, which will feature six teams playing in a touring format throughout 14 weekends in 12 major markets, will try to “optimize the modern sports environment where there is new stadiums, new distribution with [both] the major broadcast networks and new tech platforms … as well as the modern athletes who have become celebrities. ”
Among the differences between the PLL and many other new league startups is how it’s being funded.
The new lacrosse league is being backed by cash from some of the most impressive names in venture capital, including The Raine Group, Creative Artists Agency, The Chernin Group and Blum Capital.
While declining to disclose exactly how much money was raised, Rabil said the new league is “well funded.”
But perhaps the biggest difference between the PLL and other nascent sports enterprises is how its players are compensated. Players are employed by the league rather than individual teams.
“When we built the PLL, we did it with the athletes first and we did it in three ways,” Rabil said. “First, we increased their [compensation] — from a cash standpoint — than what was, on average, being distributed to the players. We gave them access to health care for the first time in pro lacrosse. And we gave them stock options in the business so our players are actually equity owners in the league.
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Still another difference is that while the league will feature six teams, none will represent a specific city or location. They simply have nicknames: Archers, Atlas, Chaos, Chrome, Redwoods and Whipsnakes.
One reason for that decision was so fans in locations not represented by a team wouldn’t feel isolated and left out. But the non-geographic specific strategy is also part of a broader recognition that younger fans identify with and engage with spectator sports differently than fans who grew up with the traditions of the 20th century that were rooted in hometown loyalties.
“What we’re seeing more than ever — and there’s data to support it through Google and Facebook and Instagram — that especially with Millennials and Gen Z, they are choosing their favorite player over their team [by a wide margin],” Rabil said.
“A fan on the East Coast can be a Golden State Warrior supporter because they like Steph Curry, and they can watch Steph Curry play live on their mobile device or even on their television any time they want and they can engage with Steph Curry on social media where he’s speaking directly to them.
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The new league will be boosted by a media deal that will see games broadcast on network, cable and over-the-top (internet) channels.
NBC will broadcast three games. Sixteen games will be broadcast on NBCSN. And an additional 19 games will be carried on NBC digital platforms.
Play will begin June 1-2 with games at Gillette Stadium in Foxborough, Mass., followed by stops in New York (June 8-9, Red Bull Arena) and Chicago (June 15-16, SeatGeek Stadium). The PLL and Women’s Profesional Lacrosse League will co-host games at Johns Hopkins’ Homewood Field June 22-23.
Local lacrosse fans will recognize many of the players who have already been announced to fill the PLL’s rosters. Along with Rabil, a few of the familiar names are Kyle Harrison (Johns Hopkins), Kyle Hartzell (Salisbury), Matt Rambo (Maryland) and Tucker Durkin (Johns Hopkins).
In all, the league boasts 10 Tewaaraton Award winners, more than 10 pro lacrosse MVPs, 21 Team USA players and 17 Team Canada players.
In addition to offering world-class play on the field, the league plans to conduct instructional sessions for youth players through a PLL Academy.
“On any given weekend, when we have 120 of the best players in the world and in a major market city leading into that weekend and out of it, we’ll be able to offer … contact between future lacrosse players and the top players in the world,” Rabil said.
“It’s a high-impact program and a lot of our players want to participate in it,” he added.
Already the PLL has been creating buzz for its inaugural season on Twitter and Instagram knowing that’s where it’ll best reach the young fans it hopes to attract.
“We’re already demonstrating,” Rabil said, “that we have the ability to tell the story of our league, our teams, our coaches and our players.”
Photo Credit: Courtesy of Johns Hopkins Athletics
Issue 252: March 2019
Johns Hopkins Alum Paul Rabil Brings New Pro Lacrosse Venture Home
The height of Paul Rabil’s college lacrosse career just happened to coincide with the greatest attendance numbers the NCAA men’s lacrosse tournament has ever seen.
In 2007, a record 48,443 fans packed M&T Bank Stadium on Memorial Day to watch Rabil, the brute Johns Hopkins’ All-American midfielder, and the hometown Blue Jays compete for a national title against Duke, the team a year removed from the alleged rape scandal that captured the nation’s attention.
The result, a 12-11 Hopkins win and Rabil’s starring role with one goal and a career-high five assists, catapulted the college junior, a 6-foot-3, 225-pound swim-dodging dynamo into face-of-the-game status. And he parlayed the buzz, and a twenty-something’s early understanding of a thing called social media, into a full-fledged adult lacrosse life. That meant, for the last decade, playing part-time in the sport’s outdoor and indoor pro leagues, promoting himself and his associated brands, crossing the country to teach youth camps and clinics, and suiting up for Team USA.
It was a career, one which landed Rabil the label of “Lacrosse’s Million-Dollar Man,” given his cumulative endorsement deals at age 27, unmatched by anyone else in the growing yet still niche sport.
But the glitz and glamour and big contracts of the NBA, MLB, or NFL this was not.
Major League Lacrosse, or MLL—the outdoor pro league that started in 2000 and in which Rabil became a two-time MVP—paid most players less than a typical entry-level job salary, not enough to live on. And, over the last few years, the league gradually received less exposure from major television broadcasters, a trend that didn’t sit well with the media-savvy Rabil, who boasted his own self-made internet footprint.
He’s got a YouTube channel and a podcast (“Suiting Up”) that’s featured guests like lacrosse aficionado Bill Belichick, tennis legend Venus Williams, investor and media executive Gary Vaynerchuk, and even Tony Robbins. Frustrated, Rabil and his older brother, Mike, an entrepreneur who’s started several successful businesses, sought to buy the existing outdoor pro league, but couldn’t reach a deal. (It would have been almost the equivalent of Johnny Unitas buying the NFL as a young man.
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And so here we are, all these years later, right back home where it all began—but with one big twist. This weekend Rabil, now 33, brings to town—and specifically to Johns Hopkins’ historic Homewood Field—his own professional lacrosse league. Yes, he’s the co-founder, along with his brother, of the nascent Premier Lacrosse League, a pioneering first-year outfit unlike anything the sport has seen before. Rabil’s former college teammate, Kyle Harrison, whom we profiled in Baltimore earlier this year, was also a key figure in the formation of the league.
In a dynamic reminiscent of the USFL’s competition with the NFL in the mid-1980s, the Rabils raised capital and wooed players to their league with higher salaries (players are paid a reported average of $28,000), health benefits, and, unconventionally, an equity stake in the league. Investors include people like billionaire Joe Tsai, the founder of e-commerce giant Alibaba (the Chinese equivalent of Amazon) and a former lacrosse player at Yale.
The games are broadcast across NBC’s family of networks, and the league is breaking team sports ground with its tour-based model, meaning rosters aren’t rooted to a specific city and instead travel like a roadshow (or like the pro tennis and golf tours) and play in places like New York, Chicago, Washington, D.C., Denver, and Atlanta.
Saturday marks the league’s first stop in Baltimore, and the first pro men’s lacrosse game in the city since the MLL’s Bayhawks moved in 2006 to Washington, D.C. (and eventually to Annapolis). Johns Hopkins will host three men’s games and two pro women’s games this weekend, with the main event coming at 7:30 p.m. Saturday.
Under the lights, Rabil and the Blue Jays-themed Atlas Lacrosse Club (featuring seven Hopkins alums on the roster) will face off against the University of Maryland-heavy (as in 20 Terps on the team) Whipsnakes Lacrosse Club in a rekindling of sorts of college lacrosse’s most epic rivalry, dating to 1895. “Now that we’re out of college,” says former Johns Hopkins and Calvert Hall attackman Ryan Brown, Rabil’s Atlas teammate, “we still hate them, and they still hate us.
