Strategic Social Media Marketing for the Premier Lacrosse League

in Case Studies in Sport Management
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Co-founded by brothers Paul and Mike Rabil, the Premier Lacrosse League (PLL) debuted in the U.S. on June 1, 2019 as a professional lacrosse alternative to Major League Lacrosse (MLL). With limited funding available to the league, the Rabils relied heavily on social media tactics to promote their venture. The reader will be tasked to analyze the PLL’s marketing efforts and devise alternative and novel approaches for future years. All information provided in the case is publicly available and references to magazine, newspaper articles, and videos are provided at the end of the case. Names mentioned in the case are the names of real individuals.

Hemme and Lukow are with the Sport Management Department, High Point University, High Point, NC, USA. Morais is with the Sport Management Department, Trinity University, San Antonio, TX, USA.

Hemme (fhemme@highpoint.edu) is corresponding author.

Supplementary Materials

    • Teaching Note (PDF 89 KB)
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