The Premier Lacrosse League announced a new partnership with Ticketmaster on Thursday that made the ticketing giant a title sponsor of the league. The league previously used a third-party provider for ticket processes, working with individual box offices and six different providers during their inaugural season last year.

New Name, Who Dis?

The deal not only made Ticketmaster the official ticketing partner of the young league, but the title sponsorship came with a name change. Following a similar model to the NBA’s G League, which was rebranded from the D (Development) League following its partnership with Gatorade, the Premier Lacrosse League is now the PLL Powered by Ticketmaster.


In addition to simplifying the ticket sales process for the PLL’s team, the new partnership also offers the league Ticketmaster’s suite of marketing and analytics tools to help understand fan preferences and more strategically cater to and engage them. The end result, they hope, will be more meaningful fan relationships.

What Else Is On The Table?

Ticketmaster gets a good bit out of the deal, too. The company will receive stadium advertisements, in-game segments and commercial integrations into PLL’s NBC broadcasts, as well as branded content created on official league channels.