World Lacrosse announces new identity in bid for Olympic inclusion

The Federation of International Lacrosse has rebranded itself as World Lacrosse as it continues to push for inclusion on the Olympic programme.

The announcement was made during the SportAccord Convention, currently taking place on the Gold Coast in Queensland, Australia.

World Lacrosse also revealed a new logo and website, at worldlacrosse.sport, taking advantage of the newly-available top-level .sport domains.

It also announced a new brand platform, which chief executive Jim Scherr said would “provide stakeholders across the sport with a powerful set of tools and resources to work together” for the improvement of the game.

Lacrosse is pushing to be included on the Olympic programme for the 2024 Games in Paris. Its last appearance on the programme was at the 1908 Games in London. 

Last year, the International Olympic Committee granted lacrosse provisional recognition, boosting its chances of acceptance onto the programme at some point – whether in 2024 or beyond. The IOC will vote on new sports at its 134th Session in September of this year, with final approval to be confirmed in December 2020.

The move echoes similar rebrands undertaken by the likes of World Rugby, World Sailing and World Taekwondo in recent years. 

Most recent

Formula One is likely to implement virtual advertising more widely in its global broadcast feed following its sponsorship and data rights partnership with ISG. But the sport needs to be careful not to fall foul of broadcast regulations concerning product placement. Ben Cronin reports

German football has earned praise for its blend of ideological purity and commercial nous, but calls to reform restrictions on private ownership and investment are growing. With the Bundesliga’s media rights coming to market, Callum McCarthy explores how the league’s commercial performance over the next 18 months could shape its long-term future.

Paul Rabil, who, with his brother Mike, started up the Premier Lacrosse League in the US, talks to Bob Williams about how they plan to make a success of the new league and about the challenges of setting up a new sports league from scratch.

After suffering early growing pains, the Big3 basketball league appears to have found its feet ahead of its third season this summer. Bob WIlliams reports.