World Lacrosse and 54 have joined forces to propel the sixes discipline into the global limelight with a broad-ranging partnership leading up to the sport’s landmark return to the Olympic Games at Los Angeles in 2028.
The partnership covers end-to-end event concept, planning and execution, as well as comprehensive broadcast and media rights strategy to develop an event property to showcase the newest and fastest format of lacrosse.
Created in 2018, sixes is a fast-paced, compact version of lacrosse, combining the most exciting elements of the more traditional disciplines. It was designed to accelerate global growth, increase accessibility and approachability, create greater competitive balance, and was admitted to the Olympic Games Los Angeles 2028 in 2023.
The partnership will see 54 bring its full service offering to bear to identify key markets, audiences, commercial opportunities, media rights sales and distribution, and eye-catching event innovations.
The 54 portfolio already includes a host of governing bodies, brands and rightsholders spanning a range of sports including golf, padel, soccer, motorsports, water sports, basketball and horse racing, with lacrosse becoming the latest addition to its fast-expanding areas of coverage.
Jim Scherr, World Lacrosse CEO, 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 realize 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 CEO, said: “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. ”
This strategic partnership will allow 54 to leverage its history of working with sporting federations around the world with an emphasis on pushing the edge to develop the sport in line with World Lacrosse’s vision to create long-term holistic and sustainable impact.
For more on 54, visit weare54.com.
