Tom Brady Joins Premier Lacrosse League as Chief Media and Marketing Officer
May 2, 2024 - Premier Lacrosse League (PLL) News Release
LOS ANGELES - The Premier Lacrosse League (PLL) powered by Ticketmaster has named Tom Brady - the 20-year veteran of new and traditional media in leading sports organizations - Chief Media and Marketing Officer. Brady will oversee the PLL's production house, media and marketing division, and global content distribution.
"In 2019, Tom helped us lay our foundational media strategy at the PLL, and we're thrilled to have him back to build the next iteration," said Paul Rabil, Co-Founder and President of the PLL "We're going to invest in original storytelling, programming, viewership and broadcast innovation, as well as evolve our creative services, production house and content distribution. Put simply, we're investing in industry leading people and content."
Brady joins the PLL from Endeavor, where he led content strategy and development for WME Sports, servicing sports properties, athletes, and branded content. Brady led a team that provided solutions in programming, production, creative, business and monetization for clients in the WME Sports portfolio, including the Big 12 Conference, NASCAR, Duke Athletics, XFL, Los Angeles Chargers, Portland Trailblazers, Washington Commanders, USGA, Florida Panthers, Los Angeles Clippers, IndyCar, LAFC, and more. Prior to Endeavor, Brady spent nearly 15 years at the NFL, overseeing the league's cross-platform content strategy, as well as managing social media across all NFL social and digital platforms. During his tenure, Brady helped launch NFL Network, re-launch NFL.com and NFL Mobile, and created the NFL's Fantasy Football game.
"Being at the ground floor of those earliest days at the PLL with Mike, Paul and team was a highlight of my career. For me to return as the league approaches a monumental season, and help them grow the game of lacrosse, marks a once in a lifetime opportunity to keep building what we started," said Tom Brady, Chief Media and Marketing Officer at the PLL. "I'm grateful to Endeavor and WME Sports for the opportunity to build a world-class content strategy and development arm, and look forward to continuing to push our sport forward with the forward-thinking minds and passionate team at the PLL."
Brady's appointment as Chief Media and Marketing Officer comes ahead of a landmark sixth season for the PLL. In 2024, the league's eight teams will compete representing their new home cities for the first time, laying the groundwork for another season of record growth. The 2023 PLL season was marked by record viewership - led by the most watched professional outdoor lacrosse game of all time over Opening Weekend - and charted growth across business units, recording 1.3 billion impressions across league channels, 20 percent growth in ticket sales revenue, 174 percent increase in PLL App downloads, and a 36 percent increase in average linear viewership.
Recently ranked the number one place to work in sports among leagues and governing bodies by Sports Business Journal, the PLL employs approximately 100 staff between its New York and Los Angeles headquarters. To view open positions and purchase tickets for the 2024 PLL season, visit www.premierlacrosseleague.com.
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