NEW YORK – Feb. 27, 2026 – The Premier Lacrosse League (PLL) and the Women’s Lacrosse League (WLL) today announced a collaboration with IBM to design and develop new AI-powered capabilities across the leagues’ business platforms.
The newly launched partnership is aimed to help drive measurable growth in performance, optimize viewership engagement and reinvent the ticketing experience by turning fan interest into increased event attendance and fan loyalty. By finding ways to leverage IBM technology and services, PLL will add AI-driven functionality to the leagues’ existing Ticketmaster-powered ticketing platform, supporting a more intelligent, efficient and personalized experience for fans nationwide.
“PLL and WLL fans are shaping one of the fastest-growing sports communities in the country, and our responsibility is to keep raising the standard for the live experience,” said Paul Rabil, co-founder and president of the Premier Lacrosse League and Women’s Lacrosse League. “This collaboration with IBM will help explore and test how we can improve the quality of our touchpoints, personalize them more intelligently and keep improving how fans interact with our leagues.”
“IBM is looking forward to working with the Premier Lacrosse League and Women’s Lacrosse League as they build the future of professional lacrosse,” said Adam Lawrence, General Manager, IBM Americas, IBM. “This collaboration is designed to ultimately help the league reach new layers of fans and better engage their current fanbase. With faster data-driven decision making, the leagues can better tap into AI-powered predictive insights that turn interest into sustained attendance and sustained loyalty.”
“IBM’s heritage of innovation makes them a natural partner in our mission to trailblaze the future of professional sports,” said Mike Rabil, Co-Founder & CEO of the Premier Lacrosse League. “Our work together will make our teams more efficient, and our fans’ lives better as a result. We’re proud to innovate alongside IBM.”
The Premier Lacrosse League AI-powered technology goals with IBM include:
- AI-assisted sales agent that surfaces relevant context, engagement signals and recommendations at key moments in the ticketing workflow
- Enhanced yield and revenue forecasting to support more consistent, data-informed decision-making
- Marketing personalization and automation to better understand different audiences
About the Premier Lacrosse League
The Premier Lacrosse League (PLL) is a men’s professional lacrosse league in North America, composed of eight teams rostered by the best players in the world. Co-founded by lacrosse superstar, philanthropist, and investor Paul Rabil and his brother, serial entrepreneur and investor, Mike Rabil, the PLL is backed by an investment group composed of Joe Tsai Sports, The Chernin Group, Arctos, Brett Jefferson Holdings, The Raine Group, Creative Artists Agency (CAA), The Kraft Group, Bolt Capital and other top investors in sports and media. The PLL is distributed through an exclusive media rights agreement with ABC, ESPN, ESPN2, and ESPN+. The PLL was named 2023 Best Place to Work in Sports, and 2020 Sports Breakthrough by the Sports Business Journal, and recognized as a 2021 Best Employer in Sports by Front Office Sports. For more on the league, visit www.premierlacrosseleague.com and follow on social media: Instagram (@PLL), Twitter (@PremierLacrosse), Facebook (@PremierLacrosseLeague), YouTube (YouTube.com/PLL) and TikTok (@pll).
About the Women’s Lacrosse League
The Women’s Lacrosse League (WLL) is a women’s professional lacrosse league in North America, composed of four teams rostered by the best players in the world. Launched in November 2024 by the Premier Lacrosse League (PLL), the WLL represents the league’s biggest investment in women’s lacrosse to date. The PLL is co-founded by lacrosse superstar, philanthropist, and investor Paul Rabil and his brother, serial entrepreneur and investor, Mike Rabil. The PLL is backed by an investment group composed of Joe Tsai Sports, The Chernin Group, Arctos, Brett Jefferson Holdings, The Raine Group, Creative Artists Agency (CAA), The Kraft Group, Bolt Capital and other top investors in sports and media. The WLL and PLL are distributed through an exclusive media rights agreement with ESPN. For more on the league, visit www.premierlacrosseleague.com/womens-lacrosse-league and follow on social media: Instagram (@WLL), Twitter (@WLacrosseLeague), Facebook (@WomensLacrosseLeague), and TikTok (@WomensLacrosseLeague).
About IBM
IBM is a leading provider of global hybrid cloud and AI, and consulting expertise. We help clients in more than 175 countries capitalize on insights from their data, streamline business processes, reduce costs and gain the competitive edge in their industries. Thousands of governments and corporate entities in critical infrastructure areas such as financial services, telecommunications and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to affect their digital transformations quickly, efficiently and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting deliver open and flexible options to our clients. All of this is backed by IBM’s long-standing commitment to trust, transparency, responsibility, inclusivity and service. Visit www.ibm.com for more information.
