NLL Insider

While the Canadian Lacrosse Association (CLA) offers an ‘on-field’ product similar to that of the National Lacrosse League (NLL), its ‘off-field’ marketing and entertainment value lacks. Brampton drew just 2,500 fans per game throughout the 2008 Mann Cup championships when in May, NLL Buffalo sold-out their Champion’s Cup final with 18,700 fans.

A visit to the Major Series Lacrosse (MSL) website today and you’ll only get a recap of Game 1 with game scores for the following two matches; no mention of the Brampton Excelsiors sweep of the New Westminster Salmonbellies to capture their ninth Mann Cup championship.

But the CLA does have plans for the future, including television coverage.

“We are in the final stages of signing off on the next three years of the Minto Cup agreement, which will keep the round-robin format. However, depending on whether we receive television coverage will deem whether it is a best two out of three final or a one game final,” said CLA President Joey Harris, noting television networks have indicated they cannot reserve programming for a possible three games.

Previously the Junior ‘A’ lacrosse final was a best of seven series that pitted just the champion of the West (BCLA) versus the East (OLA) - like the Senior ‘A’ Mann Cup championships – but in 2003 the tourney was changed to a four team round-robin format with one game finals. The possible move back to a ‘best of’ final is interesting, but Harris’ note about television coverage peaked interest.

What is the possibility of TV realistically, who is the CLA talking with and what are the key points of discussion?

“Having gone through this (television dialogue) the last couple of years makes us better aware of what the scenario really is,” said Harris. “TV does not come calling, we go to them. We are one of many sports vying for spots. We feel our product is great and in fact the production crew that handled last years Minto were so excited about it they even tried to market it.”

“It costs approximately $70,000 to produce and get on the air. It all hinges on getting the sponsors to sign-up or the CLA’s ability to raise money. We have to be cognizant that the Host also uses these championships to make money for their team and leagues so we need to try and balance that.”

What about bringing web casts and marketing in house with the CLA? Why isn’t this done?

“Again it comes down to resources - time, money and people - something the CLA is short on. As stated previously, the Host uses these championships to raise money also,” said Harris, noting the responsibility for marketing and revenue generation therefore largely falls on to their shoulders.

“As for bringing marketing and TV in-house to the CLA - that has been discussed many times and is something we would like to explore but the resource issue comes into play. The CLA has to look at all of lacrosse and spend its resources wisely to serve all of Canada, not just the major championships.”

Harris said that television coverage of the NLL has helped increase CLA membership. But he added the NLL is played just before the start of the CLA box lacrosse season, so that momentum carries into registrations, where as Canada’s national box lacrosse championships come just as kids are starting their fall sports. Harris also stated the CLA is slowly moving towards setting up a committee to meet with the NLL to discuss common issues.

“We are looking into developing a marketing plan for the up coming season. One thing some people need to understand though is that the Executive and Board of the CLA are all volunteers and the time spent on lacrosse goes up against family, jobs and health - even then lacrosse usually comes out near the top of the list as lacrosse people are passionate about the sport.”

The sport of lacrosse is always looking for new volunteers. If you are interested in getting involved, ask your local association of ways you can help.

Recent CLA Developments

This year saw the Midget National Championships return for the first time since the mid-eighties. Six teams competed with Ontario defeating BC to capture gold. The tourney ran in Calgary at the same time as the Junior ‘A’ national lacrosse championships, where Orangeville defeated Victoria to capture the Minto Cup championship.

The CLA is now putting together the final touches on a Long Term Athlete Development (LTAD) program endorsed by Sport Canada that Harris says “will change the way lacrosse is introduced and played from the grassroots to the elite level.” Read more with the CLA’s quarterly magazine, Sticks & Stones.

The mag also makes note of a possible new Canadian Amateur Sports Network (CASN) that would provide exposure and funding for both Olympic and non-Olympic sports. The breaking initiative put forth by the Canadian Olympic Committee proposes ‘Amateur Sports TV, 24/7’.

“September is also the month the CLA does its post mortem for the season and its strategic plan, all of which is available on the CLA website. Reports and approvals for next year’s projects will happen at the November AGM in Quebec City, Quebec.”

For more information, visit lacrosse.ca

Don’t forget to also vote on IL’s inaugural LAXIE Awards.

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