Little League Innovation

By Andy Thwaite Apr 25, 2017

Little League Innovation

Often the industry looks to the large marque properties for examples of best digital practice and innovation, but recent work at the National Lacrosse League illustrates how smaller properties are also leading the way, and on small budgets.

In the last six months or so NLL has; launched its own production studio (owning and controlling content), introduced a POV player cam (enhancing viewer experience), struck a national streaming deal with Twitter (to increase distribution), invested in tech partnerships including real time clipping (to improve production and distribution capabilities). The result, a digital first sports property.

Why is it important?

Firstly, this illustrates that properties can act like media businesses on limited resources by a combination of investment and partnership. Secondly, though, if media is thought of as a marketing cost not a profit center, the property is unlikely to be ‘monetizing its marketing’ effectively, which seems to be the case with NLL.


content digital media esports fan engagement mobile OTT premium video social media streaming technology activation


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Andy Thwaite

About the Author

Andy is vice president, digital strategy of ESP Properties. He is an experienced sports marketing and media executive, delivering business growth for leading rightsholders, media organizations and brands. Working at the intersection of sports, media and technology, Andy brings unique insights from his experience at the world’s largest seller (IMG) and buyer (WPP) of sport, along with commercial roles at PBR and Turner Sports.



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