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Why Lacrosse Is Trying To Expand Beyond Wealthy Americans
CNBC· 2025-09-11 16:01
Industry Overview & Growth - Lacrosse, originating from indigenous traditions, has evolved from a sport for the wealthy to a globally expanding game [1][4] - Lacrosse participation has surged by 200% each decade, making it the fastest-growing team sport worldwide [4] - Lacrosse is re-entering the Olympics for the first time in 100 years, increasing global visibility [4] - Over 90 nations are now playing lacrosse, more than double the 45 nations two decades ago [19] Socioeconomic Factors & Accessibility - Over 80% of the top 30 incoming 2025 freshman D-1 lacrosse players come from towns with higher median household income than the national median [2] - The sport's equipment costs contribute to the perception of lacrosse as an affluent sport [3][10] - Over a third of high school lacrosse programs in the US are in states with lower median household income than the national median, indicating a shift in demographics [11] Professional League & Media - ESPN renewed its media rights deal with the Premier Lacrosse League (PLL) and its newly formed women's league (WLL), also making a minority equity investment in the PLL [5] - Approximately $118 million has been invested in the Premier Lacrosse League (PLL) to date [5] - The Premier Lacrosse League (PLL) has tapped into a fan base of 48 million as of August 2025 [17][19] - 60% of the Premier Lacrosse League's (PLL) 48 million fans have a net worth of at least $1 million [19] Challenges & Future Growth - Lacrosse needs to break free from its niche demographic to achieve mainstream status [19] - The Women's Professional Lacrosse League (WLL) will play a faster version of lacrosse with fewer players called Lacrosse Sixes [17] - Between 2004 and 2024, the total amount of athletes participating in lacrosse at university levels jumped about 140%, with women's lacrosse seeing about a 145% uptick [12]
