In a bold move signaling the growing commercial and cultural relevance of lacrosse, ESPN has acquired a minority stake in the Premier Lacrosse League (PLL) and extended its exclusive media rights agreement for another five years. The deal also includes the newly launched Maybelline Women’s Lacrosse League (WLL), reinforcing ESPN’s dual commitment to gender equity and emerging sports.
What the Deal Includes:
Beginning with the 2026 season, ESPN will carry:
- All PLL regular season, All-Star, Playoff, and Championship games
- All WLL matches
- PLL and WLL Drafts
- Games streaming on ESPN+, with select broadcasts on ABC, ESPN, and ESPN2
While the size of ESPN’s equity stake and league valuation have not been publicly disclosed, the investment speaks volumes about the platform’s confidence in lacrosse’s upward trajectory.
Leadership Insight
“This partnership marks a historic moment for the PLL and WLL,” said Paul Rabil, Co-Founder and President of the PLL.
“We’re building a model for how modern sports leagues grow — with equity, innovation, and access at the center.”
“The renewed commitment from ESPN isn’t just a broadcast deal; it’s validation of the PLL’s role in shaping the future of sport,” added Mike Rabil, PLL Co-Founder and CEO.
Rosalyn Durant, EVP of Programming & Acquisitions at ESPN, noted:
“We’re excited to grow the game across both men’s and women’s leagues, while offering fans consistent access to world-class lacrosse competition.”
Strategic Signals to Watch
This deal isn’t just about lacrosse — it’s about how next-gen leagues are leveraging media, equity, and format innovation to redefine their commercial futures. Key takeaways:
- Equity-led media partnerships are the new norm. By owning part of the property, ESPN isn’t just broadcasting — it’s buying into the upside.
- Women’s sport is not an afterthought. Including the WLL from day one ensures parity and platform from the ground up.
- Olympic momentum: With lacrosse featured as a demonstration sport in LA28, the sport is on the cusp of a mainstream breakthrough.
- Direct-to-consumer dominance: ESPN+ remains the DTC anchor, creating a sticky, measurable fan ecosystem while traditional TV builds top-line reach.
At 365247, we see this as a playbook for emerging sports and media rights holders looking to scale. What works here?
- Integrated storytelling (men’s + women’s leagues)
- Equity-driven alliances (beyond fees, toward ownership)
- Olympic pathway alignment (with timing that builds narrative crescendo)
- Omnichannel accessibility (streaming-first, with linear amplification)
Whether you’re a league, a federation, or a sports tech startup, we help brands and rights holders unlock growth through modern media partnerships, athlete storytelling, and IP equity strategies.
Join the 365247 Community here.
IMAGE: AP
