Premier Lacrosse League players enjoy social media uplift thanks to content-sharing strategy

The Premier Lacrosse League has been able to significantly increase its social-media engagement by sharing its content with its players and key influencers in real time.

PLL digital staff use software platforms such as PhotoShelter and Greenfly to create galleries, from which its players are encouraged to post photos and videos on their social-media channels immediately after games finish.

As a result, PLL players have enjoyed a 15 per cent increase in social media followers and a 45 per cent increase in engagement since the league began on June 1.

“For us it’s critical to bring content to our players for them to create content and we wanted to make it easy for them to do so,” Tyler Steinhardt, the PLL head of content, told SportBusiness at the Hashtag Sports conference in New York.

“We really push the players hard [to post the content] but they recognize that it’s great for their own personal brands too. It’s a concerted effort by the league to get more folks to know about what we’re doing by arming our players with content.”

The PLL also gives some influencers access to these folders to expand its reach. “We we find folks who are smart and creative and we want to arm them with the photos and videos that we’re creating. For us building a healthy ecosystem in the sport of lacrosse is really critical,” Steinhardt added.

Further reading: Premier Lacrosse League aims for mainstream audience with touring model

Most recent

Match-choice restrictions placed by Spain’s LaLiga on the free-to-air package in its UK and Ireland rights tenders for the 2019-22 cycle may limit interest from broadcasters, according to industry experts spoken to by SportBusiness Media.

Pay-television broadcaster BT Sport took advantage of Sky’s long-running concerns over wrestling body WWE’s OTT service to grab WWE rights in the UK and Ireland from its rival at a steep discount, SportBusiness Media understands.

As TikTok has grown into one of the world's most popular social-media apps during the past year, the short-form video-sharing platform has become an important tool for sports rights-holders to expand and engage their fanbases. 

Turkish agency Saran has negotiated a price reduction for rights to the English Premier League for the 2019-22 cycle, SportBusiness Media understands, the first time it has achieved this since acquiring the property at the turn of the decade.