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Courtesy: Premier Lacrosse League

While most sports leagues experienced steep ratings and revenue declines this year, the two-year-old Premier Lacrosse League saw increases in both categories.

Why it matters: The PLL, which replaced its tour-based season with a bubble tournament in Utah, presents a fascinating case study for how upstart leagues can adapt on the fly.

  • Yes, but: It's difficult to draw conclusions about what worked and why. After all, the sports calendar and viewership habits changed dramatically amid the pandemic, making year-to-year comparisons impossible — and limiting what can be replicated in the future.

By the numbers: The PLL's seven teams descended on Herriman, Utah for a 16-day Championship Series in late July. Over 1,000 COVID-19 tests were administered on-site, and zero came back positive.

  • Ratings were up 27% year-over-year, and there was a 37% increase in the highly-coveted 18–49 age range, per the league. Games were broadcast on NBC and NBCSN and streamed on NBC Sports Gold.
  • NBC Sports Gold subscribers were up 133% despite just six games streaming exclusively on the platform, down from 20 last season.
  • Sponsorship revenue was up 59%, and overall league revenue also increased despite not selling tickets, concessions or on-site merchandise.

Between the lines: The increase in sponsorship revenue, in particular, reflects the benefits of playing more games in tighter windows.

  • "What we saw was that non-endemics (i.e. sponsors that aren't directly linked to lacrosse) like to be able to generate more impressions over a shorter period of time," PLL co-founder (and player) Paul Rabil tells me.
  • "CPG companies and major brands under the Unilever and P&G umbrellas are constantly rolling out new products that they want to put weeks of promotion behind, and our Championship Series offered that."

Looking ahead: Given the uncertainty surrounding the pandemic, Rabil says the PLL is preparing for two separate realities in 2021.

  • "We're spending the bulk of our time right now planning for a tour-based model like you saw out of us in 2019," he said.
  • "But we know we have the ability — thanks to our operations team and our learnings from 2020 — to quickly pivot and launch a bubble or multi-bubble season if necessary."
  • "We also think there's a hybrid model where we do fewer weekends on tour, but extend the experience in each city with more games."

The bottom line: How do you take learnings from a successful bubble tournament and apply them in the future when things are (hopefully) back to normal? That's the challenge the PLL now faces.

Go deeper

Dec 21, 2020 - Podcasts

Milwaukee Bucks owner: NBA teams will lose money this season

The NBA tips off tomorrow night, making it the first major U.S. sports league to play a second season amidst the pandemic. No bubble this time, but also not many in-person fans.

Axios Re:Cap talks with Milwaukee Bucks co-owner Marc Lasry on the business of basketball, how much he expects to lose this season and that massive new deal for two-time MVP Giannis Antetokounmpo.

Updated 3 hours ago - Politics & Policy

Senate action on stimulus bill continues as Dems reach deal on jobless aid

Photo: Alex Wong/Getty Images

Democratic leaders struck an agreement with Sen. Joe Manchin (D-W.V.) on emergency unemployment insurance late Friday, clearing the way for Senate action on President Biden's $1.9 trillion stimulus package to resume after an hours-long delay.

The state of play: The Senate will now work through votes on a series of amendments that are expected to last overnight into early Saturday morning.

Capitol review panel recommends more police, mobile fencing

Photo: Olivier Douliery/AFP via Getty Images

A panel appointed by Congress to review security measures at the Capitol is recommending several changes, including mobile fencing and a bigger Capitol police force, to safeguard the area after a riotous mob breached the building on Jan. 6.

Why it matters: Law enforcement officials have warned there could be new plots to attack the area and target lawmakers, including during a speech President Biden is expected to give to a joint session of Congress.

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