As a declared candidate for inclusion in the Olympic programme at the Los Angeles 2028 Games, lacrosse is launching its offensive. Its international federation, World Lacrosse, has announced the start of a communication campaign focusing on the origins of the sport and, unsurprisingly, on its Olympic credentials. Entitled “LAX: Indigenous Made, Globally Played”, it uses the hashtag #LAX28 in reference to the Summer Games in the Californian city. The campaign video was posted on Tuesday 9 August on World Lacrosse’s social networks (@WorldLacrosse). It will be relayed by the 77 national federations and four continental confederations that are members of the body. The professional leagues – including Athletes Unlimited Lacrosse, the National Lacrosse League and the Premier Lacrosse League – are also involved in the campaign and its launch. As a reminder, lacrosse is one of nine sports chosen by LA 2028 to participate in the selection process for potential new sports. As World Lacrosse explains in a release, the sport’s origins date back nearly 1,000 years to Native American tribes. In the United States, it now has nearly 14 million fans and over 2 million players, including 28,000 players and 912 NCAA college teams. Recognised by the IOC, World Lacrosse has seen an 80% growth in membership over the past ten years.)
