Tag Archives: Marketing

NCAA Lacrosse: Northwestern Women’s Lacrosse Announces 2014 Season Game With USC At Wrigley Field On April 26; Marketing Partnership Event With Chicago Cubs Will Be Televised By Big Ten Network

Northwestern Women's Lacrosse hosts USC at Wrigley Field

Northwestern Athletics and the Chicago Cubs announced today (Nov. 4) that the Wildcats’ seven-time NCAA champion women’s lacrosse program will face Southern California at iconic Wrigley Field on Saturday, April 26, 2014. The game — part of the event and reciprocal marketing partnership announced by Northwestern and the Chicago Cubs earlier this year — will be played in primetime at 7 p.m. CT and be televised by the Big Ten Network.

The matchup pits ultra-successful Northwestern head coach Kelly Amonte Hiller against one of her most successful former players and assistant coaches, 2006 Northwestern alum, USC head coach and current captain of the U.S. Senior National Team Lindsey Munday. Last spring, Northwestern and USC met in the first-ever lacrosse game at the historic Los Angeles Memorial Coliseum, and in 2014 will share the honor of introducing America’s fastest growing sport to Wrigley Field.

“Our program could not be more excited for the opportunity to bring women’s lacrosse to Wrigley Field, one of the most iconic sports venues in the world,” Amonte Hiller said. “We’ve been fortunate to play in some neat settings in recent seasons, including the Coliseum last year, but to take the field in our hometown and with the unique gameday atmosphere that Wrigleyville provides will be an unforgettable experience. The fact that we’re able to welcome Lindsey and her up-and-coming program into the fold only makes it that much more special.”

Northwestern, which last season finished 19-3 and appeared in the NCAA semifinals for a ninth consecutive season, also has participated in the debut of women’s lacrosse at Cowboys Stadium in Dallas (2011) and Gillette Stadium in Foxborough, Mass. (2012).

Northwestern baseball kicked off the Wildcats’ innovative event partnership with the Cubs on April 20, 2013, when it blanked Michigan, 6-0, at the Friendly Confines. In 2010, Northwestern staged the first college football game at Clark and Addison since 1938 when it hosted the Allstate Wrigleyville Classic.

Chicagoland lacrosse fans have plenty to look forward to in 2014. Less than a week after Northwestern and USC do battle at Wrigley Field, the Wildcats will host the American Lacrosse Conference Tournament in Evanston (May 1-4), the final ALC Tournament before the formation of a Big Ten women’s lacrosse conference in 2015. The complete 2014 Northwestern women’s lacrosse schedule and information related to season ticket packages will be released in the coming weeks.

National League Lacrosse: Washington Stealth Launches “It’s Like Hockey…With Balls” Campaign To Educate Fans On “Hard-Nosed Play” Of Professional Box Lacrosse

The Washington Stealth today announced the launch of it’s new marketing campaign, “It’s Like Hockey… With Balls”, for the 2013 season. The campaign is designed to give new fans an understanding of what professional box lacrosse is and illustrate the hard-nosed style of play embodied by the Stealth. “Hockey With Balls” is a fully integrated marketing campaign developed in house and will be activated through radio, television, print and online over the course of the year. The campaign was officially launched today through the team’s digital assets including social media sites.

Growth Of Lacrosse: NLL’s Washington Stealth Announce “We Are Washington Lacrosse” Campaign To Benefit Youth Lacrosse Club Teams

The Washington Stealth announced today the launch of a new marketing campaign geared toward uniting the local lacrosse community and growing the sport throughout Washington State. The campaign, entitled “We Are Washington Lacrosse”, kicks off this month with a contest to feature local teams on the 2013 Stealth season tickets and will continue with initiatives through the 2013 season. During the month of September, the Washington Stealth will be holding an online contest to select the photos that will appear on its 2013 season tickets. Fans will have the opportunity to vote online for their local lacrosse club with the top ten having their club represented by an action shot of one of its players.

The ticket photo contest will run throughout the month of September with voting closing on October 7. The ten winning clubs will be announced on October 10. Fans will submit an online form by clicking here, including their club affiliation, in order to vote. The contest is limited to one vote per email address.

The contest will also feature an individual prize and a club prize. One individual voter will be selected to win an autographed Stealth jersey. One lacrosse club that received at least one vote in the contest will be selected to have a pair of Stealth players attend a practice or clinic for the entire club.

“One of our missions at the Stealth is continuing the growth of lacrosse in the State of Washington,” said Stealth Vice President of Sales and Marketing Cory Howerton. “With the ‘We Are Washington Lacrosse’ initiatives, we are going to provide local youth, middle and high school lacrosse teams with opportunities to grow programs through exposure, fundraising and on-field clinics from our players. This is the first of a multi-dimensional program that will see us engage lacrosse at all levels throughout the year.”

Lacrosse Marketing: Behind The Scenes Of Red Bull’s “Under My Wing With Paul Rabil” (Video)

Behind the scenes of the Red Bull Under My Wing with Paul Rabil, as he gives the top high schoolers lessons on shooting. Get some insight from Rabil and what this means to him giving back to players.

Marketing Lacrosse: Pepsico USA’s “Mountain Dew Lacrosse” From Tracey Locke Agency (Wilton, CT)

Client: Pepsico,USA...Brand: Mountain Dew...Agency: Tracey Locke, Wilton, CT...Build awareness of the Mountain Dew brand by associating it with the tough, energetic, fast paced sport of Lacrosse. The overall look needed to be visually impactful and relevant to the target consumer age group (males 18yrs+ with key interests in sports, gaming, and anime).



Lacrosse Movies: US Lacrosse Announces “Marketing And Publicity Partnership” With Producers Of “Crooked Arrows”

US Lacrosse President and CEO Steve Stenersen announced today that US Lacrosse has partnered with the upcoming mainstream lacrosse movie, “Crooked Arrows.”

In the spirit of classic underdog sports movies like “Hoosiers” and “The Mighty Ducks,” “Crooked Arrows” features a Native American high school’s unlikely run to a prep school lacrosse league championship.

“We’ve been watching ‘Crooked Arrows’ come together over the last year, and we’re convinced this movie is going to be an accurate and compelling representation of all the elements that are making lacrosse America’s fastest growing sport,” Stenersen said. “We think it’s a feel-good family movie that’s going to entertain lacrosse players and fans of all ages and be a great introduction to the sport for those who are just learning about it.”

US Lacrosse will provide marketing and publicity support to “Crooked Arrows,” which will provide the 375,000 members of US Lacrosse with film-related exclusive benefits.

“Having the sport’s national governing body support ‘Crooked Arrows’ is the perfect partnership for the movie,” said “Crooked Arrows” producer J. Todd Harris (“The Kids Are All Right”). “US Lacrosse has profound reach in the lacrosse world. We’re confident the movie will excite the lacrosse faithful who have been waiting for their seminal movie and help expand the sport’s audience awareness among the uninitiated.”

The script was written by Richmond, Va., resident and former Collegiate (Va.) School lacrosse player Todd Baird, and the film will be directed by veteran Hollywood director Steve Rash (“The Buddy Holly Story,” “Can’t Buy Me Love,” “Bring It On: All or Nothing,” “Bring It On: In It to Win It”). Producers Harris and Mitchell Peck (“Priest”) recently announced Brandon Routh (“Superman Returns”) will star in the movie’s leading role.

“There’s a reason kids are putting down their baseball gloves in the spring and picking up lacrosse sticks, and when the general public sees ‘Crooked Arrows,’ they’ll understand why,” said Peck, a high school lacrosse teammate of Baird.

The movie’s producers held widely attended lacrosse athlete casting calls sponsored by Reebok in Baltimore, Long Island, Connecticut and New Jersey, and they have scheduled similar events for the middle of July in Syracuse and Boston. The movie commences production in the Boston area Aug. 1 and will be released in theaters during the spring 2012 lacrosse season.  For more information on the movie, visit its www.crookedarrows.com or faceboook.com/crookedarrows.

About US Lacrosse
US Lacrosse, a 501(c)(3) nonprofit corporation, is the national governing body for men’s and women’s lacrosse. US Lacrosse is the parent organization of the U.S. men’s and women’s national teams program. US Lacrosse has 375,000 members in 63 regional chapters around the country. Through responsive and effective leadership, US Lacrosse strives to provide programs and services to inspire participation while protecting the integrity of the game. To learn more about US Lacrosse, please visit www.uslacrosse.org.
For more:  http://www.uslacrosse.org/TopNav/NewsandMedia/PressReleases/USLPartnersWithCrookedArrows.aspx


Growth Of Lacrosse: “Lax.com” Website Is Sold To Marketing Professional Who Seeks To Increase E-Commerce Lacrosse Equipment Sales

John Arrix of Wilton is expecting to score big with a recent acquistion: Lax.com, an e-commerce Web site for the sale of lacrosse equipment. Photo: Contributed Photo / Stamford Advocate Contributed

John Arrix of Wilton is expecting to score big with a recent acquisition.

Arrix, a marketing professional with 25 years of experience, has partnered with George West, a Wall Street financier from New Jersey, to buy Lax.com, an e-commerce Web site for the sale of lacrosse equipment.

Arrix said his goal is to use marketing expertise to increase Lax.com’s Web site sales, which, he said, already command 40 percent of the $100 million industry’s annual e-commerce market of $10 million.

“One of the things that intrigued me about Lax.com was its e-commerce play,” said Arrix, who attributes the activity to the sport’s growth in popularity. “Lacrosse has been very strong in the mid-Atlantic and Northeast regions, but now it’s growing big time in the larger states, such as Florida, Texas and California.”

Arrix’s career in marketing began in 1985 when he joined Capital Sports, a Stamford-based marketing firm founded by his father, Robert Arrix. John Arrix in 1996 became president of Capital Sports, which he sold in 1999 to Kaleidoscope Sports and Entertainment. He left Kaleidoscope a few years later as its senior vice president to start another marketing firm, Arrix Sports.

Lax.com, which was founded in 2000, by 2006 had closed its five brick-and-mortar stores, including one in Greenwich, to avoid space rental costs during the sport’s slow retail season from July through October, Arrix said.

“What became apparent was the profit was with the e-commerce side,” he said, adding that the company’s year-over-year revenue has grown 10 percent from January 2009 as the economy shows signs of stability. “We see people spending again on their kids.”

Sales through Lax.com, which sells 3,500 different lacrosse products from a 23,000-square-foot warehouse in Carlstadt, N.J., where it’s headquartered, are expected to jump another 10 or 15 percent this year, Arrix said.

“That will be from the growth of the sport and being more proactive in marketing,” he said. “We hope to see long-term growth of 30 percent with the growth of the sport.”

The sport of native American origin involving the passing of a rubber ball with a netted stick is growing quickly at the high school and collegiate levels, in large part due to a strong, national, grass-roots campaign, said Leo Karl, vice president of the girl program for the New Canaan Lacrosse Association.

“Unlike some sports, it’s high level action and movement for every player,” Karl said, adding that some of the nation’s best programs are found in lower Fairfield County. “It’s a hands-on sport with running and hand-eye coordination.”

A large part of Lax.com’s marketing effort will be focused on further developing the Web site, which already shows statistics and information on high school and college lacrosse, Arrix said.

“We have significant content on our site,” he said.

Arrix said he plans this summer to move the company with seven employees, including him and West, to a location in lower Fairfield County after the lease on the New Jersey warehouse expires in June.

“We’ve started looking at spaces in Stamford and Norwalk,” he said.

To drive sales, a company Web site must be functional, interesting, easy to navigate and, lastly, advertised via traditional marketing, links on other sites and other means, said Kevin McEvoy, a marketing professor at the University of Connecticut‘s Stamford branch.

“You’ve got to get people to it,” he said. “That’s the part that people who start this business tend to forget.”