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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 aligned with the league’s values and engage the community. The priorities were heritage, inclusion and community. The key stakeholders were players, fans, and Indigenous communities.

Engagement: NLL Unites

We launched NLL Unites for the 2021 – 22 season with three key pillars—heritage, inclusion, and service. Our goal was to honor the deep roots of lacrosse in Indigenous communities while promoting belonging and meaningful community engagement across North America.

Our Contributions Included:

  1. Heritage:
    • Partnered with Indigenous leaders, nonprofits and experts to highlight the game’s origins as the Creator’s Game.
    • Dedicated one month each season to Indigenous celebration and remembering that Every Child Matters.
    • Created programming and resources to educate players, referees, and fans about Indigenous traditions and contributions to lacrosse.
  2. Inclusion:
    • Designed initiatives to foster inclusivity in the sport of lacrosse.
    • 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 Indian residential and boarding school systems implemented by the United States and Canada, and its impact on Indigenous communities. 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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