ESPN’s Big Bet on Lacrosse: A Game-Changing Move in Sports Media
In a bold and strategic move, ESPN has deepened its commitment to the sport of lacrosse by signing a multi-year media rights extension with the Premier Lacrosse League (PLL) and taking an equity stake in the league itself. The renewed deal, which runs through 2030, not only covers all PLL events—including regular-season games, All-Star matchups, playoffs, and the championship—but also incorporates broadcast rights to the newly launched Women’s Lacrosse League (WLL). This marks a significant milestone, not just for the PLL and WLL, but for the trajectory of lacrosse as a rising sport in the U.S.
What sets this deal apart is that ESPN isn’t just a broadcaster anymore—it’s now a minority owner. By taking a 3% equity stake in the PLL, ESPN is signaling a long-term interest in shaping and benefiting from the league’s future success. This partnership is particularly noteworthy given that lacrosse was recently added to the program for the 2028 Los Angeles Olympic Games, suggesting the sport is poised for broader international appeal and media attention.
As part of the expanded agreement, lacrosse content will be showcased across ESPN’s full platform suite: ESPN, ESPN2, ABC, and ESPN+. By doing so, ESPN is doubling down on its digital strategy, pushing to grow its ESPN+ streaming service while offering comprehensive and accessible coverage. This move ensures that fans can watch games easily—whether on cable or streaming—without needing to jump through digital hoops. The inclusion of both the men's and women’s leagues in this arrangement further emphasizes ESPN’s evolving focus on equity and inclusion in sports broadcasting.
The numbers support this shift. Since its inception, the PLL has seen a consistent climb in viewership. ESPN’s coverage helped push average viewership into the hundreds of thousands, with key games on ABC bringing in even higher numbers. Streaming growth on ESPN+ has also been substantial, with over 60% year-over-year increases, demonstrating that the audience is young, digital-savvy, and eager for this kind of content.
Beyond broadcasting rights and ownership, ESPN is also bringing its signature production polish to lacrosse coverage. With immersive camera angles, enhanced audio capturing, and expert commentary—often drawn from the NCAA lacrosse world—the network is raising the bar for how the sport is presented on screen. This attention to detail helps create a more engaging viewing experience and brings fans closer to the action, which is critical for building loyalty in a growing league.
From a business perspective, ESPN’s investment in lacrosse reflects a broader trend: media companies are increasingly looking to carve out space in niche sports that have strong grassroots followings and high growth potential. Lacrosse fits that profile perfectly. It's fast, physical, and telegenic—tailor-made for a generation raised on highlights, streaming, and social media engagement. With the sport heading to the Olympics and ESPN’s resources now behind it, lacrosse could soon move from the sidelines to center stage.
This isn't just a win for the PLL or for ESPN—it’s a win for fans, athletes, and the overall visibility of a sport that has long flown under the mainstream radar. If successful, this partnership could serve as a blueprint for how emerging sports can thrive in a crowded media landscape when given the right backing and exposure.
In the end, ESPN isn’t just broadcasting lacrosse, it’s helping to build its future.



