The fact that individual athletes can help sports brands deepen fan engagement and raise their profile is no secret. Yet organizations have struggled to mobilize athletes en masse to create and share authentic, timely content on social platforms.
In its inaugural season, the Premier Lacrosse League has been tackling exactly that problem. When the PLL launched on June 1, it took a social-first approach to fan engagement.
As Tyler Steinhardt, manager of content for the PLL, explained, “We want the PLL to be in the same breath as the big four or five leagues in sports.