How is Paul Rabil transforming professional lacrosse. What innovative approaches is the Premier Lacrosse League taking. How does the PLL aim to engage modern sports fans. What unique player compensation model does the PLL offer. How is the league leveraging digital technology and media partnerships.
The Birth of the Premier Lacrosse League: A New Era for Professional Lacrosse
Paul Rabil, a former Johns Hopkins University lacrosse star and Major Lacrosse League MVP, is embarking on a groundbreaking venture to revolutionize the sport of lacrosse. At 33 years old, Rabil has transitioned from player to league founder, co-creating the Premier Lacrosse League (PLL) with his brother Mike Rabil. This innovative league is set to launch in June, promising a fresh approach to professional lacrosse that aligns with the dynamics of 21st-century sports entertainment.
The PLL’s structure diverges significantly from traditional sports leagues. It will feature six teams competing across 14 weekends in 12 major markets, adopting a touring format rather than the conventional home-and-away system. This approach aims to broaden the sport’s reach and appeal to a wider audience base.
Key Features of the Premier Lacrosse League
- Six teams with non-geographic names: Archers, Atlas, Chaos, Chrome, Redwoods, and Whipsnakes
- 14-weekend season across 12 major markets
- Backed by prominent venture capital firms
- Player-centric compensation model
- Emphasis on digital engagement and modern sports consumption habits
Innovative Funding and Player Compensation Model
One of the most striking aspects of the PLL is its funding structure. Unlike many sports startups, the league has secured backing from some of the most prestigious names in venture capital, including The Raine Group, Creative Artists Agency, The Chernin Group, and Blum Capital. While the exact amount of funding remains undisclosed, Rabil asserts that the league is “well funded,” providing a solid foundation for its ambitious plans.
Perhaps even more revolutionary is the PLL’s approach to player compensation. How does the PLL’s compensation model differ from traditional sports leagues? The PLL employs players directly through the league, rather than through individual teams. This model offers several benefits:
- Increased cash compensation compared to existing professional lacrosse leagues
- Access to healthcare, a first in professional lacrosse
- Stock options in the league, making players equity owners in the business
This player-centric approach not only attracts top talent but also aligns the interests of players with the league’s success, fostering a sense of ownership and commitment among athletes.
Adapting to Modern Fan Engagement Trends
The PLL’s strategy is deeply rooted in understanding and adapting to the changing landscape of sports fandom, particularly among younger generations. How are Millennials and Gen Z changing sports consumption habits? Research from platforms like Google, Facebook, and Instagram indicates a shift in fan loyalty from teams to individual players.
Rabil explains, “What we’re seeing more than ever… is that especially with Millennials and Gen Z, they are choosing their favorite player over their team [by a wide margin].” This insight has influenced the league’s decision to create teams without specific geographic affiliations, allowing fans to form connections based on player preferences rather than hometown loyalties.
This approach also recognizes the global nature of modern fandom, where a fan on the East Coast can easily support a West Coast team or player due to the accessibility provided by digital platforms and social media.
Leveraging Media Partnerships for Maximum Exposure
To ensure widespread visibility and accessibility, the PLL has secured a comprehensive media deal that spans traditional and digital platforms. How will fans be able to watch PLL games? The league’s media strategy includes:
- Three games broadcast on NBC
- Sixteen games on NBCSN
- Nineteen games on NBC digital platforms
This multi-platform approach caters to diverse viewing preferences, allowing fans to engage with the league through traditional television broadcasts as well as digital streaming options. The inclusion of digital platforms is particularly crucial for reaching younger audiences who prefer flexible viewing options.
Star Power and World-Class Talent
The PLL has successfully attracted an impressive roster of players, boasting some of the most talented and decorated athletes in the sport. Who are some of the star players joining the PLL? Fans can look forward to seeing familiar names such as:
- Paul Rabil himself
- Kyle Harrison (Johns Hopkins)
- Kyle Hartzell (Salisbury)
- Matt Rambo (Maryland)
- Tucker Durkin (Johns Hopkins)
The league’s talent pool includes 10 Tewaaraton Award winners, over 10 professional lacrosse MVPs, 21 Team USA players, and 17 Team Canada players. This concentration of elite talent promises high-quality, competitive play that will elevate the sport’s profile and attract both existing fans and new audiences.
Fostering Growth Through Youth Engagement
Recognizing the importance of grassroots development, the PLL has incorporated a strong focus on youth engagement through its PLL Academy. How does the PLL plan to nurture the next generation of lacrosse players? The league will offer instructional sessions for young players in conjunction with its weekend events.
Rabil emphasizes the impact of this initiative: “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.”
This approach not only helps develop young talent but also creates personal connections between aspiring players and their professional role models, potentially fueling long-term interest and participation in the sport.
Digital-First Marketing and Fan Engagement Strategy
In line with its modern approach to sports entertainment, the PLL has placed a strong emphasis on digital marketing and social media engagement. How is the PLL building buzz for its inaugural season? The league has been actively leveraging platforms such as Twitter and Instagram to create excitement and connect with potential fans.
This digital-first strategy aligns with the consumption habits of younger audiences and allows for more direct and interactive communication between the league, its players, and fans. By fostering a strong online presence, the PLL aims to create a community around the sport that extends beyond game days and traditional media coverage.
The Future of Lacrosse: Balancing Tradition with Innovation
While lacrosse boasts a rich history predating European arrival in North America, the PLL represents a bold step into the sport’s future. How does the PLL balance lacrosse’s storied past with the demands of modern sports entertainment? The league’s approach can be seen as a bridge between tradition and innovation, honoring the sport’s heritage while adapting to contemporary trends in athletics and entertainment.
By combining world-class talent with innovative business practices, media strategies, and fan engagement techniques, the PLL aims to elevate lacrosse to new heights of popularity and accessibility. The league’s success could serve as a model for other niche sports looking to expand their reach and relevance in the competitive landscape of professional athletics.
As the inaugural season approaches, all eyes will be on Paul Rabil and the Premier Lacrosse League to see if this ambitious venture can truly transform the sport and capture the imagination of a new generation of fans. With its player-centric approach, digital savvy, and commitment to high-quality play, the PLL stands poised to make a significant impact on the world of professional lacrosse and potentially reshape the broader sports industry landscape.
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.
”
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.
”
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
Paul Rabil Archives – PressBox
Best Of 2021
PressBox
Best of 2021, Kyle Harrison, Paul Rabil, PLL
2021 marks PressBox’s fifth annual Best Of edition celebrating the top people, performances and moments of the year.
Read more
College Sports Lacrosse Spotlight Top Stories
Todd Karpovich
Charley Toomey, Dave Pietramala, Jennifer S. Baker, Johns Hopkins Lacrosse, Loyola Lacrosse, Paul Rabil
Dave Pietramala is admittedly not a reflective person, but since his 20-year tenure as the head coach of the Johns Hopkins men’s lacrosse team ended, he has taken some time to look back on his stellar run with the program.
Read more
Lacrosse
PressBox
Paul Rabil, PLL
The Premier Lacrosse League visited Homewood Field June 22-23, and one of the games drew a sellout crowd.
“It was amazing. … We set out every week to exceed all of our metrics and assumptions,” PLL co-founder Paul Rabil said.
Read more
Lacrosse
PressBox
Paul Rabil, PLL
As the Premier Lacrosse League prepares to visit Johns Hopkins’ Homewood Field June 22-23, founder Paul Rabil is committed to short- and long-term growth for the league. “Building a pro sports league is a 10-year venture,” Rabil said.
Read more
Lacrosse More Sports Sports Business Report Top Stories
Bill Ordine
Johns Hopkins Lacrosse, Paul Rabil, PLL
Former Johns Hopkins lacrosse star Paul Rabil — who co-founded the Premier Lacrosse League with his brother, Mike — is aiming to grow the game and league through a business approach befitting a Silicon Valley startup.
