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Florian Hemme, Dominic G. Morais, and Jennifer Lukow

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.

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Florian Hemme, Dominic G. Morais, Matthew T. Bowers, and Janice S. Todd

This study examined the planning, design, and implementation of a culture change program in a major North American public sport organization. Using interview data from 67 participants, the authors offer a rare, in-depth account of organizational culture change and discuss in particular how the change agent in charge of the initiative was able to manage employee concerns and resistance. At the heart of this successful transformation was a careful and intentional willingness of the change agent to consistently revisit, reinforce and recommunicate culture change along with all its facets and to connect all steps of the process to the ritualistic expression of the organization’s identity. This research offers a counter-perspective to technocratic imaginations of organizational culture change as neatly programmed, stepwise activity. Instead, the authors highlight the importance of attending to the continuous, local, and heterogeneous reframing activities underpinning organizational change efforts.