Launching The World Lacrosse Rebranding Strategy

When the Board of Directors at the Federation of International Lacrosse made the decision to make a run at becoming an Olympic sport, they knew that a new name and brand foundation was necessary for their success. And when they began their search for an agency that knew their space, they turned to Adrenalin Sports Marketing (a division of Real FiG Advertising + Marketing).

Adrenalin has over 20 years of experience working with National Governing Bodies (including USA Weightlifting, USA Climbing, USA Water Polo, USA Volleyball, USA Bobsled, USA Boxing, and USA Wrestling just to name a few), making our marketers an exceptional team for sports marketing purposes. The team at Adrenalin walked the organization through an entire rebrand that started with gathering key dimensions from subject matter experts and ended with a brand story that was supported by a new logo, slogan, and graphics package—all wrapped up in a Brand Style Guide that will serve as the operators manual for the brand for many years to come.

The Result

The new World Lacrosse brand was launched at the 2019 Sport Accord in Australia and received an overwhelmingly positive response from key constituents in the sports world.

"The design and launch of a new brand are one of the most important, and challenging, priorities an organization can address. Working with Dan Price and his outstanding team at Adrenalin, we had the right partner to guide us through this critical process. It wasn't always easy. Adrenalin pushed us. They challenged us to think differently and embrace new ideas. In the end, we couldn't be more proud of our new brand -- the messaging framework, the identity system, and, of course, our new name. Every step of the way, Adrenalin guided our process and helped design and deliver a brand that reflects the energy, excitement, and ambition of our sport. We couldn't be more pleased and appreciative of the expertise Adrenalin brought to this process."

- Darryl Seibel | Chief Brand and Communications Officer | World Lacrosse