World Lacrosse has tasked 54, the sports and entertainment agency, with developing and helping commercialise a new series for the sixes discipline, ahead of the sport’s return to the Olympic Games in 2028.
Under the terms of the agreement, announced today (Monday), 54 has been brought on board to create a concept plan for a series of global events for the short-format, fast-paced version of lacrosse.
The agreement covers end-to-end event concept, planning and execution ahead of an intended 2026 launch, with between five and eight events in cities worldwide. 54, owned by Saudi Arabia’s Public Investment Fund, will help identify those host cities.
Additionally, the agency will create a broadcast and media rights strategy and assist with sales and distribution.
Sixes, which was created in 2018 to accelerate global growth, increase accessibility and create greater competitive balance, was admitted to the Los Angeles 2028 Olympics in October 2023, along with T20 cricket, baseball-softball, squash and flag football. Lacrosse was last in the Olympics, as a demonstration sport, in 1948.
Jim Scherr, World Lacrosse chief executive, said: “Our partnership with 54 marks a transformative moment for World Lacrosse and the future of sixes. As we prepare for lacrosse’s return to the Olympic stage at LA28, we are committed to creating a dynamic, globally resonant event series that embodies the speed, accessibility and excitement of the sport.
“54’s innovative approach and deep expertise in sport and entertainment make it the ideal partner to help us realise this vision. Together, we aim to captivate new audiences, inspire the next generation of athletes and solidify sixes as a premier global discipline well beyond 2028.”
Ed Edwards, 54 chief executive, added: “It’s a significant moment for any sport when it earns its place on the Olympic stage, and 54 is eager to help lacrosse reach the top of the podium with a compelling series concept and commercial strategy.
“It’s a pulsating sport, fantastic for spectators and aligned with our passion to create innovative, fan-friendly ways of showcasing new sports to global audiences. We can’t wait to get going and bring our commercial, event staging and storytelling expertise to the fore. ”
Last year, World Lacrosse and Sportall teamed up to launch WL TV, a custom digital video platform that offers live and on-demand content to lacrosse fans worldwide. The two parties signed an initial three-year deal, during which time all events managed by the federation are shown live and on-demand on WL TV, giving the sport increased global visibility ahead of LA28.
Historically, World Lacrosse’s major media rights agreement has been with ESPN in the US and internationally.
Saudi padel
54 has worked across the likes of motorsports, basketball, horse racing, golf and padel.
Indeed, also today, 54 announced an agreement with the Saudi Padel Committee to support the growth of the sport in the Kingdom.
54 will work across multiple functions including the planning of major international and domestic tournaments, operations and event management, sport governance advisory, grassroots participation and youth engagement.
In February, Monaco-based events organiser A1 Padel struck a wide-ranging deal with 54 designed to advance its growth plans.