Tag Archives: unboxed

National Lacrosse League Returns to Montréal for its First Regular Season Game in Québec Since 2002

The National Lacrosse League (@NLL), North America’s premier professional lacrosse league, today announced the first-ever NLL UnBOXed™ Series marquee event game scheduled for Friday, February 16, 2024, at 7 p.m. ET in Laval, Québec, outside of Montréal. The League’s newest tentpole showcase features the NLL’s two largest markets as the Toronto Rock and New York Riptide will clash in a pivotal midseason showdown.

Place Bell, home of the Laval Rocket, the AHL affiliate of the NHL Montréal Canadiens, will host the 2024 NLL UnBOXed Series, marking the first regular season game in Québec since 2002 when the NLL Montréal Express played its final game at the then-Molson Centre.

Tickets for the 2024 NLL UnBOXed Series will officially go on sale on November 16th at noon ET at evenko.ca.

Today’s announcement follows last week’s unveiling of the NLL’s new multi-national grassroots initiative, NLL UnBOXed, including the launch of its Montréal area-specific programming under the “Castors de Montréal” brand.

“Interest in box lacrosse, from the grassroots to the professional level, continues to skyrocket in Québec, and we are proud to be able to take this next step in bringing the NLL and our elite athletes to Laval and the greater Montréal area,” said NLL Commissioner Brett Frood. “We are thankful to the leadership of the Canadiens, especially France Margaret Bélanger, in working with us to host the game at Place Bell, and to both the Riptide and the Rock for their enthusiasm to move to a neutral site so that we can expand our regular season audience in Montréal for the first time in more than 20 years.”

The NLL UnBOXed Series event platform will also include additional local activations throughout Montréal leading up to the game in Laval, including instructional clinics for young boys and girls, parents, and coaches, and gameday interactive fan experiences at Place Bell. Specific details will be announced at a later date.

“We are delighted to be working with the National Lacrosse League to bring the best in professional box lacrosse to Laval in February,” said Groupe CH president, sports and entertainment, France Margaret Bélanger. “The sport has a deep history in our province, and hosting this game is a great way to honor the past while looking to the future, as we give our fans a chance to see the Rock and Riptide play in an important regular season game at Place Bell.”

The inaugural NLL UnBOXed Series also will feature the first in-game use of the NLL’s new French-language brand identity unveiled this past July, further symbolizing the League’s long-term commitment to growing box lacrosse in Montréal, throughout Québec, and with all Canadians.

For fans outside of the greater Montréal area, the NLL UnBOXed Series game will be the nationally broadcast “NLL Game of the Week on TSN” throughout Canada, with French-language coverage available on RDS. ESPN+ will stream the game in the U.S.

Professional box lacrosse has had two franchises play in Québec in its history: the Montréal Quebecois played in 1974 and 1975 in the original NLL, followed by the Express in 2002. In recent years, Toronto hosted successful preseason games at Centre Bell in Montreal against the Rochester Knighthawks in 2012 and 2014.

The 2023-24 NLL season will commence with NLL Faceoff Weekend the first weekend of December.

National Lacrosse League unveils NLL UnBOXed youth-focused grassroots initiative across No. America

The National Lacrosse League (NLL) today announced the launch of NLL UnBOXed™, the League’s new continent-wide grassroots campaign designed to bring the NLL’s fast-paced lacrosse game to more young boys and girls in more communities across North America.

The NLL will expand its multi-national activation footprint to include approximately 60 North American communities by the 2028 Summer Olympics in Los Angeles when sixes lacrosse, similar to the NLL’s 6-on-6 box lacrosse game play style, returns as a medal sport for the first time since 1908.

“NLL UnBOXed is an innovative approach to introducing and fostering the love of box lacrosse’s unique style of play among young boys and girls across North America,” said Kurt Hunzeker, NLL Executive Vice President, Commercial Operations. “With NLL-style sixes lacrosse coming to the LA28 Summer Olympics, it is imperative that the League leads by example and establishes NLL UnBOXed to create meaningful connections with more communities from coast to coast.”

Nine new “NLL UnBOXed Lacrosse Communities” will join the 15 existing NLL teams for the 2024 launch of the multi-tiered campaign: Baltimore, Charlotte, Minneapolis-St. Paul, Montréal, Ottawa, Salt Lake City, Seattle, St. Louis, and the Tampa Bay area.

The NLL will practice innovation and unique activation when engaging these non-franchise markets and grassroots participants, by creating community-relevant “team names” and brand identities to illustrate the League’s commitment to growing box lacrosse across Canada and the United States.

The first of the new NLL UnBOXed Lacrosse Communities’ brand identities will be unveiled today at 1pm ET, beginning the week-long rollout of the NLL’s nine new activation markets across the NLL’s social channels.

The next phase of the initiative begins in 2024 with the start of “NLL UnBOXed At School™,” a physical education-centric lacrosse curriculum created by NLL Hall of Fame inductee Casey Powell and based on the successful SPEED Lacrosse® platform Powell developed after he retired from the NLL.

“I am thrilled to be a part of NLL UnBOXed At School,” Powell said. “The SPEED Lacrosse curriculum will not only introduce lacrosse to young students across North America but also provide them with a pathway towards a lifetime of enjoying the sport. I myself was introduced to lacrosse in my gym class, and SPEED Lacrosse offers the perfect format to sample the game, play it at its fundamental level, and accelerate the NLL grassroots initiative.”

Built specifically for elementary and middle schools, NLL UnBOXed At School also includes a lacrosse equipment endowment program as the NLL and its partners will provide an assortment of sticks, balls, and goals to participating schools’ physical education departments.

All elementary and middle school administrators, athletic directors, and/or physical education teachers can request to become an inaugural participating school by registering at NLL.com/UnBOXed.

“The NLL UnBOXed program offers greater opportunities for all players at any age and skill level to increase their competency at an accelerated rate in a fun and friendly environment,” said Brian Lemon, NLL Executive Vice President, Lacrosse Operations. “The SPEED Lacrosse curriculum incorporated into NLL UnBOXed provides an unrivaled foundation for players that transfers to all disciplines of our game. Players are going to love it.”

NLL UnBOXed further solidifies the League’s commitment to growing youth participation, as last week the NLL joined other U.S.-based lacrosse properties to form Elevate28 with a focused mission to double lacrosse participation in the U.S. to 4 million annual players by the end of the decade.

The 2023-24 NLL season will commence with NLL Faceoff Weekend the first weekend of December.