The Premier Lacrosse League Shows Growth Across Ticketing, Streaming, Social, and Digital Platforms
By PLL | Jun 25, 2021
LOS ANGELES, CA. (June 25, 2021) - In its first two weeks returning to a tour-based model, the Premier Lacrosse League (PLL) powered by Ticketmaster has tracked significant growth across ticketing, streaming, social, and digital platforms.
“We’re a digitally-native company that has driven our early success through a robust media plan. We continue to invest in hosting league, team and player-centric conversations across all mediums, tailoring each to a respective audience”, said Mike Rabil, Co-founder and CEO of the PLL. “In doing so, it is our belief that we will continue to see success across each of our business units, as evidenced by our first 2 weeks of the 2021 season.”
Leading up to week 1 at Gillette Stadium, the league announced an additional round of funding, led by New England Patriots owner Robert Kraft, Arctos Sports Partners, and return investor Joe Tsai Sports.
Despite COVID-19 ticketing restrictions and a social-distance seating manifest, during Week 1 at Gillette Stadium, the PLL sold the most tickets of any weekend in league history – a +93% increase over the league’s first-ever event in 2019 at Gillette Stadium.
Driven by competitive on-field play, highlighted a pair SportsCenter Top 10 Plays by Paul Rabil and Jake Carraway, and two-time Super Bowl champion Chris Hogan’s return to the sport, the league continues to reach new eyeballs.
During the bye week Co-founder and CMO, Paul Rabil, appeared on Late Night with Seth Meyers.
The league’s social media handles maintained a 5.0% interaction rate – highest in the industry per CrowdTangle. Other leagues: MLB (1.74%), NFL (0.99%), MLS (0.98%), NHL (0.77%), NBA (0.51%).
Premier Lacrosse League’s ticketing, streaming, social, and digital successes include:
- Sold through all available inventory across three days in Boston, marking a single-weekend ticket sales increase of 93.12% off of the previous high from 2019
- Tickets sold are up 93.5% over first two weekends from 2019
- Ticket revenue is up 76.16% over first two weekends from 2019
- Peacock live minutes streamed in Week 1: +162%
- Peacock total minutes streamed in Week 1: +132%
Social Media (Instagram, Twitter, Facebook and Tik Tok)
- Total impressions: 55,073,939
- Total engagements: 3,788,082
- Video views: 4,192,723
- Total minutes watched: 79.0K minutes
- Total views: 926.2K
- Game highlight views: 388.3K
League accounts during Weeks 1 and 2 (Instagram, Twitter, Facebook and Tik Tok)
- Instagram impressions: 26.3M
- Instagram interactions: 2.5M
- Twitter impressions: 28.8M
- Twitter interactions: 1.3M
- Tik Tok video views: 953.8K
- Tik Tok interactions: 167.9K
Team accounts during Weeks 1 and 2 (Instagram, Twitter, Facebook and Tik Tok)
- Waterdogs: 8.4M impressions (+162%), 4.5% engagement rate
- Redwoods: 3.6M impressions (+49%), 7.3% engagement rate
- Cannons: 3.3M impressions, 8.3% engagement rate
- Pageviews: 2,363,194 (+196%)
The 2021 PLL Season continues on the NBC family of networks this June 25th, 26th and 27th at Homewood Field in Baltimore, MD. In 2021, the PLL will be broadcasting 21 games on NBC (4) and NBCSN (17), the most-ever professional lacrosse games on television in a season, and 23 games exclusive on Peacock.
For more information on the 2021 schedule, visit www.premierlacrosseleague.com/schedule.
ABOUT PREMIER LACROSSE LEAGUE
The Premier Lacrosse League (PLL) powered by Ticketmaster is a men’s professional lacrosse league in North America, composed of 8 teams rostered with 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 Premier Lacrosse League is backed by an investment group composed of Joe Tsai Sports, Brett Jefferson Holdings, The Raine Group, Creative Artists Agency (CAA), Chernin Group, Blum Capital, The Kraft Group, Arctos Sports Partners, and other top investors in sports and media. The PLL was named Sports Breakthrough of the Year in 2020 by the Sports Business Journal and is distributed through an exclusive media-rights agreement with NBC Universal. In December 2020, the PLL and Major League Lacrosse (MLL) announced a merger with subsequent season operations and activities to formally exist under the PLL. For more information, visit www.premierlacrosseleague.com and follow on social media: Instagram (@PLL), Twitter (@PremierLacrosse), Facebook (@PremierLacrosseLeague), YouTube (YouTube.com/PLL) and TikTok (@pll).