Lacrosse’s Olympics Era: The Road to LA 2028

For over a century, Lacrosse has been sidelined. Despite its deep roots and growing global participation, the sport has often been misunderstood, underrepresented, and underfunded. But that’s all about to change. 

Lacrosse, North America’s first sport, will re-enter the global stage at the Olympics in 2028.  

This milestone reflects an ongoing effort from a sport that has balanced deep tradition with constant evolution to form the modern game we know today. In just two decades, lacrosse has doubled its global participation from 45 to 90 countries, and the momentum is not stopping here. 

Quick Highlights

  • Lacrosse, once referred to as stickball dates back to 12th century Indigenous tribes in North America, where it served as both a ritual and a form of combat training.
  • The sport formalized in the 19th century, with New York University becoming the first U.S. college to establish a team.
  • Lacrosse hasn’t appeared in the Olympics for over 100 years since organizers dropped it in 1908.
  • In 1987, Eagle Pro Box Lacrosse League became the first pro lacrosse league followed by Major League Lacrosse (MLL) in 2001 for outdoor play.
  • The lacrosse global equipment market was valued at $330.19 million in 2024 and is expected to reach $532 million by 2033. 
lacrosse player on the field

Lacrosse’s Origin Story

Before becoming the organized high school, college, and professional sport we know today, lacrosse was a sacred game played by the Indigenous peoples of North America. Known as stickball, it united communities through ritual and served as training for war.

The earliest versions date back to the 12th century, with players from neighboring tribes competing across miles-long fields in matches that could last days. French Jesuit missionaries first witnessed the game in 1636, naming it lacrosse after the stick’s resemblance to a bishop’s staff.

By the 1800s, colonial influence brought standardized rules, fewer players, a rubber ball, and redesigned sticks. Formal clubs emerged in Canada, and the game soon reached international audiences, appearing in the 1904 and 1908 Olympics.

Though its form has evolved, the sport’s original spirit of community, teamwork, and dedication remains at its core.

From Sacred Roots to the Global Stage

Today, lacrosse has evolved into one of the fastest-growing sports in North America, spanning youth, high school, and collegiate programs. The intensity and accessibility of these programs have expanded the game’s reach, inspiring new generations to pick up a stick.

At the global level, World Lacrosse membership has surged from 16 nations in 2003 to 95 today—a nearly 500% increase. This growth now represents more than 1.1 million registered players worldwide, signaling the sport’s transformation from regional tradition to international movement.

The rise of professional leagues like the Premier Lacrosse League and Athletes Unlimited Lacrosse has further accelerated that momentum, boosting visibility, investment, and long-term sustainability for the game.

lacrosse player on the field

Breaking Barriers

For the first time, lacrosse athletes have a chance to pursue their dreams after the college level.

Athelo Group’s own Marcus Holman and Alex Aust Holman have been central to that shift. As professional athletes, coaches, and innovators of the game, they’ve inspired the next generation of players to redefine what a lacrosse career can look like.

That momentum extends far beyond the field. The global lacrosse equipment market reached $330 million in 2024, reflecting both rising participation and growing demand for high-performance gear. 

Meanwhile, technology continues to evolve alongside it. From lightweight carbon-fiber sticks that enhance skill and control, to new 3D printed helmets and gloves that improve safety and comfort, lacrosse is optimizing athlete performance.  

As a result of this rapid evolution, lacrosse is no longer just North America’s first sport; it’s one of the most dynamic games shaping the next generation of athletes.

Lacrosse at the Olympics

At the Los Angeles 2028 games, Lacrosse will be a medal event for the first time since 1908. To mark this milestone, the organization launched its A New Era campaign, honoring the sport’s unique origins while ushering it into a renewed Olympic chapter.

Specifically, to enhance audience engagement during the Olympics, the men’s and women’s lacrosse games will be played in sixes, which is a more compact version. The goal is to cultivate fast-paced play with quick transitions and high scoring; combining the best elements of field and box lacrosse. 

The Road to 2028

As lacrosse enters this new era, it carries centuries of resilience, progression, and pride. From Indigenous fields to the Olympic stage in Los Angeles, the sport’s journey remains rooted in something greater than the game itself.

Over the past decade, players like Charlotte North, Brennan O’Neill, Taylor Cummings, and Connor Shellenberger have shaped the next generation of athletes, inspiring the sport’s ongoing growth. This year’s Tewaaraton winners, Chloe Humphrey and CJ Kirst, have also elevated lacrosse’s visibility and momentum.

This is a reintroduction to the world, and it’s a testament to its players, communities, and Indigenous roots that have carried it forward for centuries.

Lacrosse Growth: How Youth Development and Inclusivity Are Shaping the Future

Lacrosse, North America’s oldest team sport, has deep roots dating back to 1100 when it was played by the Haudenosaunee people. While it was later seen as a sport reserved for exclusive schools and affluent communities, times are changing. Lacrosse is becoming more inclusive and accessible, reaching a diverse range of communities and demographics.

This push, along with a rise in youth participation, is fueling the sport’s rapid growth across America. Although the pandemic briefly slowed its momentum, lacrosse growth has bounced back, with a renewed focus on youth development and inclusivity leading the way.

lacrosse growth

Youth Development: Building a Strong Foundation

Youth participation has been a major factor in lacrosse’s rapid growth. Programs like Green Bay Youth Lacrosse and Lawrence University’s new men’s team highlight the increasing interest. The sport appeals to young athletes because it combines skills from other popular sports like basketball, soccer, and hockey, making it easy for players to transition and build their abilities.

This versatility has made lacrosse one of the fastest-growing sports in North America, with participation rising by 25% between 2012 and 2018.

The Premier Lacrosse League (PLL) has also played a role, launching grassroots initiatives like PLL Play, which aims to expand youth programming and make the sport more accessible across the country. These programs not only focus on skill development but also provide equipment grants and scholarships to ensure children from diverse backgrounds have the opportunity to participate.

This inclusive approach is essential for building the next generation of players and expanding the sport’s reach nationwide.

lacrosse growth

Accessibility and Inclusivity: Opening the Game to All

Another reason for the sport’s rapid growth is its refocus on accessibility and inclusivity, particularly highlighted during Disability Awareness Month. USA Lacrosse’s Adaptive Lacrosse Guidebook offers coaches and programs strategies to make the sport accessible for athletes with varying abilities, including those with physical and developmental disabilities.

Initiatives like these are vital, as they address the significant gap in opportunities for athletes with disabilities, creating safe, enjoyable ways for them to participate.

Partnerships with local disability networks are crucial in expanding adaptive lacrosse programs, helping ensure that athletes with disabilities have access to the sport. Parkville Adaptive Lacrosse is an example of how these initiatives reach a wider audience.

Stella Stakolosa, a young girl with cerebral palsy, participates using a specially designed adaptive stick, showing how these programs create meaningful opportunities.

lacrosse growth

Lacrosse’s Push for Inclusivity 

Beyond physical disabilities, lacrosse is becoming more accessible to historically marginalized communities through programs like Harlem Lacrosse and USA Lacrosse’s Diversity Grant Program.

These initiatives are designed to provide resources, equipment, and coaching to underserved communities, giving more students from economically disadvantaged backgrounds the opportunity to engage with the sport.

Programs like Harlem Lacrosse have shown that introducing the sport to low-income communities can have a profound impact on participants. Many players report that their involvement in lacrosse has not only given them a new sport to enjoy but also provided mentorship and academic support.

lacrosse growth

The Future of Lacrosse: Growth and Diversity

Lacrosse’s growth extends beyond youth and college levels; professional leagues like the Premier Lacrosse League (PLL) and the National Lacrosse League (NLL) are also expanding, with more games now airing on ESPN. Additionally, the women’s league, Athletes Unlimited, is playing a significant role in promoting the sport, especially for female athletes.

Another positive development is the increasing diversity within lacrosse. Participation from underrepresented groups has recently grown 2.5 times, thanks to programs like Harlem Lacrosse and Denver City Lax, which help kids from diverse backgrounds discover the game. This shift towards inclusivity is helping lacrosse become a sport where players of all backgrounds can thrive.

Sources:

  1. https://worldlacrosse.sport/article/lacrosses-reflection-of-black-history-month-its-the-work-we-are-currently-doing/#:~:text=There%20is%20more%20representation%20at,increase%20in%20just%20one%20year.
  2. https://www.usalacrosse.com/news-media-blog/adaptive-guidebook-reaffirms-lacrosse-everyone
  3. https://sportsplanningguide.com/lacrosse-is-growing/#:~:text=From%202001%20to%202014%2C%20lacrosse,grown%2025%20percent%20since%202012.
  4. https://www.lacrossethenations.org/blog/category/Grow+the+Game?gad_source=1&gclid=Cj0KCQjwgrO4BhC2ARIsAKQ7zUkZQ-njH_yJ1W9x6PPJ1W-FqvQBrexHd4FdZCrVLn8tUUSAJOuRvFYaAsh3EALw_wcB
  5. https://www.washingtonpost.com/dc-md-va/2024/05/29/college-park-academy-adaptive-lacrosse-stick/
  6. https://www.history.com/news/lacrosse-origins-native-americans

Sports Technology Evolution: How Innovation Is Changing the Game

In the dynamic realm of sports, where every second counts and every move can make or break a victory, the fusion of technology and athleticism has given rise to a revolution like never before. Now more than ever there is a fascinating intersection of sports and technology that is reshaping the landscapes of sports equipment, sports data, and athlete health. From sports gear innovations that push the boundaries of performance to data-driven analytics that unveil the intricacies of an athlete’s every move, we are witnessing an era where technology is not merely a spectator but an active player in the game. Many athletes like Alex Aust and Marcus Holman have bought into the technology and have seen incredible results in their performance and overall sports advancement.

sports technology

Redefining Equipment, Materials & Performance

One of the most significant areas of technological advancement in sports is at the material level. Innovations in this field have given rise to lighter and more durable materials like carbon fiber and advanced polymers. This shift has notably impacted sports equipment from tennis rackets to golf clubs and helmets. The Paddletek Tempest Wave Pro Pickleball Paddle, for example, represents the advancement of material technology in paddle sports to reduce weight and increase performance. Material advancements also extend to the safety of athletes. In recent years, the design of football helmets has evolved to prevent life-altering head injuries. Energy-absorbent liners made of polystyrene and dual-density foams help mitigate the impact of hits. 3-D printing innovations help give players a customized, safer fit. The incorporation of slip-plane technology allows for the helmet’s shell to slightly rotate, addressing nonlinear impact.  

Wearables, Analytics & Real-Time Athlete Monitoring

Like material technology, advancements in wearable devices have also revolutionized athlete performance and longevity. Wearable devices help athletes better monitor their physiological metrics by tracking factors like heart rate, sleep patterns, and physical activity. Gathering this invaluable data allows athletes to be more in tune with their bodies during training, optimizing performance on and off the field. The real-time insights these wearables offer empower athletes to make informed decisions about their performance, contributing to improved training and injury prevention. Products like the Whoop Band work off the field, tracking the sleep and recovery times of athletes to optimize their performance. On the field, hundreds of professional soccer clubs use devices from brands like STATSports to measure actionable insights in real time. Worn under a vest, a STATSports device utilizes a GPS, accelerometer, gyroscope, and magnetometer to gather 600 data points at once. As a result, the information provided can help prevent non-contact injuries and thwart physical overload. Paired with machine learning algorithms, devices like these can also predict outcomes and recommend strategic changes, giving coaches and players a competitive edge and enhancing overall team performance.

sports technology

Integrity, Fair Play & Technology Safeguards

Technology has also become a guardian of fair play in sports. Employing advanced testing methods such as mass spectrometry and blood profiling helps detect doping. This aids in upholding the principles of fair competition, which have frequently been questioned, particularly in the international athletic field. Moreover, blockchain technology helps to decentralize information, securing the integrity of sports data and ensuring that records and results remain tamper-proof. These measures protect the game’s sanctity and foster a culture of fair play, ensuring that athletes’ hard work is rewarded. 

Ensuring that athletes are able to consistently perform their best and avoid career-ending injuries is one of the most impactful uses of sports technology. A particularly impactful application of technology in sports is the Q-Collar, a collaboration between lacrosse stars Marcus Holman and Alex Aust. The Q-Collar aims to shield the brain from the damage caused by repetitive head impacts. Research indicates that athletes not using the Q-Collar were three times more likely to experience significant changes in their brain tissue. This partnership underscores the potential of technology to prioritize athlete well-being and ensure a safer playing experience.

The Future of Sports Technology & Industry Impact

As technology advances, its pervasive influence on sports becomes increasingly evident. From reshaping equipment materials to enhancing athlete monitoring analytics and maintaining fair play, technology is undeniably changing the game. The future promises even more exciting innovations, further blurring the lines between sports and cutting-edge technology. Here at Athelo Group, we can’t wait to see what comes next.

Sources:

  1. https://tbi.com/advancements-in-football-helmet-technology/
  2. https://theathletic.com/4966509/2023/10/19/wearable-technology-in-football/
  3. https://indianexpress.com/article/technology/virat-kohli-what-is-whoop-band-athlete-fitness-9030614/
  4. https://www.nytimes.com/2022/12/19/sports/concussion-q-collar.html
  5. https://www.futurelearn.com/info/courses/everyday-chemistry/0/steps/22346
  6. https://www.standard.net/news/2023/oct/23/the-game-changing-impact-of-innovative-gps-technology-on-sports-field-marking/

The Fastest Game on Two Feet – Lacrosse

Between 2001 and 2018, Lacrosse was perceived by many as a bottom tier sport. For much of its early existence as a professional sport, there was only one league, the Major League Lacrosse (MLL), and the ticket sales and viewership were consistently decreasing year after year. Players were starting to voice their concerns and opinions regarding the current state of the sport as well as the direction it was heading in. The overall direction of the sport of Lacrosse was on its way to extinction, but two brothers had a different plan for the sport and refused to let the sport they love go out of business.

Why Lacrosse Is Called the ‘Fastest Game on Two Feet’

In 2018, Mark and Paul Rabil saw a major problem with the Lacrosse landscape. At the time, Paul Rabil was an established all-star within the MLL, but saw many concerns and declines throughout the years. With deep-pocketed investors backing him, Paul and his brother Mark approached the MLL with a buyout after a decline in attendance numbers, rigid wages, and player privacy concerns. The MLL declined the offer. Later that year, the Rabils launched the Premier Lacrosse League (PLL). They saw a space for growth and expansion and never turned back.

Only two weeks after the launch of the PLL, they named the capital of entertainment business, Los Angeles, as their headquarters. While this may sound like a minor business move, this allowed lacrosse to be in a space where athlete-driven media and content exploded on a daily basis. The new home base assured that lacrosse will continue to grow and expand to new markets and audiences and expose them to this fast-paced sport. Now in 2022, the Lacrosse landscape has changed forever with media exposure, athlete participation, and sponsor investments at an all-time high.

Adapting Under Pressure: The PLL’s Path Through COVID-19 and Beyond

The inaugural season started in 2019, which included a 14-week tour-based schedule where every weekend is played in a new city. After a successful 2019 season, the PLL ran into a major problem. With the COVID-19 outbreak derailing all major sport leagues, the PLL was threatened as it was still a new league. Seeing that the PLL does a tour-based schedule, as a result of COVID-19, they were unable to travel from city to city so they were tasked with finding a single city that would hold all the games. Against all odds, the PLL showcased its ability to strategize and overcome adversity by being the first and only North American league to put together a return to play plan after the pandemic. On the other hand, the MLL was struggling like never before and had no choice but to revert back to Paul’s offer and merge with the PLL to make one big entity. 

The 2020 season was an unusual one as they figured the best way to go about having a season was doing a bubble style season. This meant all teams would stay in one location and play the entirety of the season there. That place was Salt Lake City, Utah. With now only one big lacrosse league, the PLL was poised for a breakthrough. 

When the 2021 season rolled around, everything returned to normalcy regarding the schedule and it was time to continue to expose the game of lacrosse to new audiences.  Doing this tour-based schedule allowed lacrosse to continue to deepen its roots in certain states as well as open new markets. Continued throughout the 2022 season, the PLL had to come up with 14 different cities that will host games for the PLL. These cities are included but are not limited to Albany, Long Island, Charlotte, Frisco, Charlotte, and more. The PLL does a good job of targeting cities that have a long history of Lacrosse along with cities who are still fresh to the sport and do not have a lot of young participants. For example, New York is the most popular state for lacrosse with 26,136 high school players and 150 NCAA teams. As a result, the PLL has the state of New York to host two weekends this season. On the other hand, although Texas and North Carolina are not among the most popular states, the PLL is trying to showcase this niche sport there by hosting games in Charlotte and Frisco in order to grow the sport and increase its overall prevalence among fans. 

In a continued effort to grow the game of Lacrosse, In March, the Premier Lacrosse League (PLL) announced a four year partnership with sports media conglomerate ESPN. This agreement will span the network’s broadcast, cable, and streaming platforms. PLL games will exclusively be streamed across ABC, ESPN, ESPN+, and ESPN2. Chairman of ESPN and sports content explained that  “this new agreement will maximize exposure for the league and sport as a whole, with a number of events on linear television and all games being available direct to the consumer.”

How Strategic Sponsorships Took the PLL to the Next Level

In order to continue the growth of this league, the PLL needed to bring in big-name sponsors that would help take the league to the next level, and they did just that. From investing companies to clothing apparel, the PLL did it all. They now have sponsorships with DraftKings, Public.com, Champion, Gatorade, and TicketMaster, to name a few. Earning these sponsorships gave the league a professional feel as it shows the world that these big name companies believe in the growth of this sport.

They are willing to put their money where their mouth is and invest in the growth and expansion of the fastest game on two feet. Not only is this sport the fastest sport on two feet, but also one of the fastest growing sports in the industry – they were named Sports Business Journal’s Breakthrough Sport of the Year 2020. These companies are getting exposure to the lacrosse markets like never before and reach new consumers daily as a result of the sponsorship. Not only will these sponsorships appeal to people within the sports industry, but also to fans around the world. The companies and products they use on an daily basis are invested into lacrosse and believe in it. 

Additionally, executives within the PLL realized the importance of social media and how important it is to have a strong social media presence. Through the Greenfly Connect tool, the league fully automates the workflow for the pictures and videos that the league’s photographers take throughout the season and upload them daily. The PLL instantly connects that content with its 160 players via the Greenfly app. This makes it easy for the players to access these photos and videos and share it to fans as soon as they get into the locker room. In a matter of minutes, this content is expanded not only to the players’ brand, but also the PLL’s brand. As a result of this partnership with Greenfly, the league saw a 15% increase in social following for PLL athletes within the first two weeks of use. This tactic is mutually beneficial and PLL executives realized the power of social media and how important it is to have a presence in order to continue to innovate and reach new masses year after year.

What’s Next for the PLL and the Game of Lacrosse

Fast forward now to August 2022, the PLL is in its fourth season and is continuing to grow and expand as a whole. Prior to the merger, the PLL announced that it was adding an expansion team, the WaterDogs, after the success of the previous years. This made the total team count seven, an odd number for any league. After the merger with the MLL, the PLL decided to adopt a single team from the MLL, the Boston Cannons – now named Cannon LC. With Lacrosse in the best shape it has been in recent years in terms of viewership and overall participation, lacrosse fans can’t help but think what Mark and Paul have up their sleeves next. From partnerships to expansions, this league is full of potential and if you are a lacrosse fan, stick around to see where the brothers will take this sport even further. 

Sources:

  1. https://premierlacrosseleague.com/
  2. https://ublawsportsforum.com/2021/02/17/the-legality-behind-the-pll-mll-merger-antitrust-concerns
  3. https://premierlacrosseleague.com/articles/pll-headquarters
  4. https://www.sportstravelmagazine.com/premier-lacrosse-league-to-play-in-14-cities-in-2022
  5. https://lacrossepal.com/where-is-lacrosse-most-popular/

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