Competitive Edge - Sports & Entertainment Marketing News

Why Lacrosse Is Swapping East Coast Elitism for Land Acknowledgments


The popular conception of lacrosse has been the same for decades. In 2010’s The Social Network, despite already being set amongst the most elite of Ivies, Justin Timberlake as Napster founder Sean Parker makes a point about power by recalling a revenge fantasy against the co-captain of his high school lacrosse team. In 1988’s Scrooged, the coiffed blowhard called in to replace Bill Murray’s character attempts to lighten the mood with the anecdote: “My lacrosse coach used to say, ‘There is no ‘I’ in ‘T-E-A-M.’”

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Discussion Questions:

  1. What is product positioning?
  2. What is repositioning?
  3. Based on information from this story, do you think the sport of lacrosse is being repositioned? If yes, how? If no, do you think it should? Why or why not?
  4. Who is the PLL?
  5. What challenges might the PLL face as it tries to grow and attract more fans?
  6. If you were a sport marketing professional working for the PLL, what would you do to increase the league’s popularity? Be prepared to share your ideas in class.
  7. What is leadership?
  8. Why is leadership important in sports business?
  9. How might strong leadership help the PLL to grow?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.


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