How the National Lacrosse League Launched a CSR Platform to Honor Heritage and Inspire Inclusion

Background

The National Lacrosse League (NLL) sought to develop a corporate social responsibility (CSR) platform that would align with the league’s values and engage its community meaningfully. As the 2021-22 season approached, the league wanted to highlight lacrosse’s rich history while creating a program that resonated with players, fans, and Indigenous communities.

Engagement: NLL Unites

We collaborated with the NLL to design and implement a groundbreaking CSR initiative: NLL Unites, a platform with three key pillars—heritage, inclusion, and service. The program’s goal was to honor the deep roots of lacrosse in Indigenous communities while promoting diversity, equity, and meaningful community engagement across North America.

Our Contributions Included:

  1. Heritage:
    • Partnered with Indigenous leaders and experts to highlight the game’s origins as the Creator’s Game.
    • Created a resource center to educate players, referees, and fans about Indigenous traditions and contributions to lacrosse.
  2. Inclusion:
    • Designed initiatives to foster inclusivity within the league.
    • Developed scripts and materials to amplify voices from underrepresented communities.
  3. Service:
    • Coordinated with NLL teams to deliver engagement opportunities in local markets.
    • Designed community service programs that empowered stakeholders to give back.

Signature Initiative: Every Child Matters Campaign
The Every Child Matters campaign, focused on raising awareness about the residential school system and its impact on Indigenous communities, became a cornerstone of NLL Unites. The campaign’s success earned the league widespread recognition, including the prestigious Hashtag Sports Award (2022).

The Results

The NLL Unites platform became a powerful example of how sports organizations can leverage their influence to drive social change. Key outcomes included:

  • Awards and Recognition:
    • Hashtag Sports Award (2022) for Every Child Matters Campaign.
    • Cynopsis Sports Marketing Award (2023) for NLL Unites.
  • Community Engagement:
    • Teams and fans engaged in meaningful service initiatives across North America.
    • Indigenous communities were honored and represented through heritage-focused campaigns.
  • A Long-Term Vision:
    • The platform established a blueprint for future CSR programs that prioritize collaboration, inclusion, and community impact.

Learn More

To explore the NLL Unites platform and its impact, visit their official page:

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