The National Lacrosse League has named leading telco AT&T as its inaugural official telecommunications partner.
Terms were not disclosed but, according to CNBC, the partnership is worth six figures.
As part of the deal, AT&T will become the entitlement partner of the NLL Most Valuable Player Award and gain a presence on the league’s broadcast and social platforms.
Earlier this month, the NLL signed the first gaming partnership for lacrosse in the US after announcing a deal with Roar Digital, the joint venture between MGM Resorts and GVC Holdings.
The NLL has also recently announced partnerships with leading US insurance company Geico, cloud-based video production, editing and distribution platform Grabyo, Montreal-based sports analytics company Sportlogiq, New Balance-owned premier equipment provider Warrior Lacrosse, sports equipment manufacturer Wilson Sporting Goods, and sports data and technology company Genius Sports.