“Commercializing” the game


This video is by no means anything new, having premiered almost two years ago at the MCLA’s national championship tournament.  However, despite the 20 some months I’ve had to reflect on the significance of an “MCLA commercial”, I still can’t quite figure out what the purpose of the campaign was.

Are they trying to entice more kids to play MCLA ball?  To bring more fans to the games?  To suggest that the league deserves respect?  These are certainly not done cheaply, and probably cost the league a fair amount of cash, so they must have had a greater purpose in mind.  Perhaps some of our readers could offer some insight.

In any case, the commercial above, entitled “Faces”, is my favorite, but I encourage you to check the rest out on youtube.


  1. I think this a great video – awesome footage and narration – but I wish they would’ve added more meaning behind it. Yeah, it promotes the MCLA, but it seems like an internal promotion. I want the MCLA to start boasting about how incredibly talented their players are and how great a league it is. A real recruiting video, just like the NCAA does with their "student-athlete" commercials, is what the league needs.

  2. It’s an awareness commercial. It’s supposed to make those who are unfamiliar with the MCLA aware of the organization’s legitimacy. If you know what the MCLA is, then yes, there’s nothing new to the message, but if you think teams like BYU, CSU and Michigan are just "club" teams, then the commercial might make you think twice about what’s going on outside the East Coast. Wouldn’t you agree?

  3. I suppose you have a point Mike. The question is, why make an awareness commercial if it’s not being distributed? The only way to see it is by going to MCLA associated websites, which if you’re visiting, you probably already have some idea of the what the MCLA is.

    Now, if it were being sent out in DVD form to anyone with a US Lacrosse card, then it might make more sense.

  4. Mike, I don’t think these commercials were poorly done. In fact I think they’re fantastic, which is why I encouraged readers to check out the ones I didn’t post. The only thing I was confused about was how they were supposed to help the league. I didn’t catch them on CSTV, but if they did get some air time then I can understand their purpose. I was under the impression that they were simply created so they could be shown during the national tournament, then immediately posted on youtube.

    If you ask me, the league needs to find a way to get commercials like this to high school athletes in the country’s lacrosse hot beds. I can’t pretend to know how that gets done, but I think it could help bring some more talent to the MCLA.

  5. No offense taken, Rusty. I love to see the MCLA grow and am always eager to hear different perspectives. The problem is that getting more people to see something costs money. Fortunately, YouTube can help. And they were actually done quite cheap…

  6. Just found your website. Awesome!

    The videos were done very cheaply thanks to the efforts of the person who produced them – a former MCLA player who has significant professional sports video and documentary experience (including a couple of Emmy Awards). The purpose at the time was three-fold: 1. To promote the MCLA to the "outside" lacrosse world through TV commercials (done), websites and popular internet culture sites (YouTube, etc.). 2. To further promote the virtual varsity concept within the MCLA and to increase a sense of pride within the league. 3. To add to the national championship stadium video experience. I think they accomplished all three, especially given the budget and state of online marketing at the time. Remember that the opportunities to market online are evolving almost overnight. Sites like this didn’t exist two years ago. Blogging was just becoming popular and mainstream. iPhones and 3G Blackberry’s with full internet capability didn’t exist yet. Even the major lacrosse websites were in older versions that weren’t as video friendly as they are now.

    I’m sure the MCLA Board of Directors will examine new marketing opportunities in the future. If you have suggestions, make sure they are getting to the right people.