Reebok, NLL announce deal

[officeglenn]

Saw this in Paul Lukas' Uni Watch column today, and followed up on it ...

Beginning in the upcoming 2006 season, Reebok and the National Lacrosse League (NLL) have signed a multi-year exclusive partnership in which all NLL players will use Reebok equipment and will be exclusively outfitted in the brand?s footwear and apparel. The partnership makes the brand the official equipment, uniform and footwear provider of the league.

The agreement between Reebok and NLL makes Reebok the exclusive licensee of official NLL apparel including authentic and replica jerseys, caps, shirts and additional clothing. The gear will be available at retail at the NLL?s eleven member clubs in stores across the United States and Canada and also in select retail locations.

?Our partnership with the NLL represents a huge opportunity for Reebok to enter the sport of lacrosse,? said John Frascotti, Reebok?s senior vice president and general manager, performance group. ?Lacrosse is the fastest growing sport with today?s youth, and our new agreement with the NLL provides Reebok with the platform to reach this target consumer by demonstrating the performance attributes of our products at the highest level of play. Our agreement with the NLL shows our deep commitment to the lacrosse player, coach and fan.?

?Reebok?s impressive credentials, commitment to creating innovative performance product, and attention to the needs of athletes make the brand the perfect partner for our league,? said NLL Commissioner Jim Jennings. ?The NLL looks forward to a successful partnership with a company that has established itself as a leader in all aspects of the sports industry.?

As the new league sponsor, Reebok will advertise on the nationally televised ?NLL All-Star Game? and the ?Champion's Cup Playoffs.? In addition, Reebok will be the title sponsor of the NLL ?Scoop ?n Shoot? competition, an event open to boys and girls ages 9-14. Held by NLL member clubs in each team's local city, ?Scoop ?n Shoot? is a lacrosse skills event where young players compete in individual time trials. ?Scoop ?n Shoot? is operated by the NLL in partnership with US Lacrosse, the governing body of Men?s and Women?s Lacrosse throughout the United States.

...

Here's hoping this won't lead to another league-wide redesign, like with the CFL ...

[Brian in Boston]

Here's hoping this won't lead to another league-wide redesign, like with the CFL ...

Of course it's going to lead to a league-wide redesign. Reebok is going to want to put its stamp on the products it provides to the league - particularly the uniforms. Otherwise, the deal doesn't provide Reebok with much of anything in the way of marketing spin.

While it is too early to categorically say whether or not the entire NLL will end up being outfitted in just one or two Reebok uniform templates, I'd say the chances are pretty good that this scenario will indeed be the case.