PLL x Boardroom Street Lacrosse Presented by Cash App

ABOUT THIS ENTRY

Launched in 2023 by the PLL and Boardroom, Street Lacrosse presented by Cash App aims to make lacrosse accessible to all by removing traditional barriers. Similar to pick-up basketball, it can be played by anyone, anywhere, with minimal equipment—just sticks, a ball, boundaries, and a target. In 2024, Cash App's support elevated the program. Hosted in the heart of Philadelphia, Cash App, the PLL, and Boardroom celebrated community while providing local non-profits and youth players opportunities to learn from elite lacrosse players and receive equipment to continue playing the game.

How does this represent "Excellence in Engagement"?

Launched in 2023 by the PLL and Boardroom, Street Lacrosse presented by Cash App aims to make lacrosse accessible to all by removing traditional barriers. Similar to pick-up basketball, it can be played by anyone, anywhere, with minimal equipment—just sticks, a ball, boundaries, and a target. In 2024, Cash App's support elevated the program, its community impact, and reach to the modern sports fan. From robust influencer engagement, a true celebration of the sport of lacrosse, to providing youth local non-profits and youth players opportunities to learn from elite lacrosse players and receive equipment to continue playing the game, Street Lacrosse presented by Cash App is moving the industry forward by increasing access to sport.

Objective

In 2022, Paul Rabil, Kevin Durant, and Rich Kleiman discussed the future of lacrosse. They envisioned a sport that could be played by anyone, anywhere - just like pick-up hoops. On September 8, 2023, the Premier Lacrosse League and Boardroom teamed up to introduce Street Lacrosse to New York City at Kevin Durant’s Build It and They Will Ball court in the Lower East Side.

In 2024, Street Lacrosse was brought to Philadelphia ahead of the PLL Cash App Championship, kicking off a weekend of celebration of the league’s biggest season yet, with a celebration of community, culture and sport. Integrating into a true Championship Weekend activation, Street Lacrosse had maximum impact across local communities, audience attention, and celebrity.

The objectives of the Cash App x Street Lacrosse activation were threefold: provide participants with a life-changing lacrosse experience, generate hype and awareness around the platform, and develop trust between fans and the Cash App brand through community impact. The growth of the platform since its inception, from Cash App’s entitlement to audience attention and community impact, shows Street Lacrosse represents a powerful pathway for the sport's future growth.

Strategy & Execution

Street Lacrosse Presented by Cash App successfully amplified national awareness for the growing property, strategically positioning itself to expand across major PLL events. The event transformed a downtown Philadelphia public park into a comprehensive brand experience ahead of the 2024 PLL Cash App Championship, seamlessly integrating urban design with Cash App and PLL branding.

The event brought together an impressive lineup of twenty elite male and female lacrosse players, 150 youth participants from organizations like Boys and Girls Club, Harlem Lacrosse Philly Charter, and Eyekonz Lacrosse, along with high-profile celebrities including Jason Kelce, Flavor Flav, Kay Adams, Josh Richards, and Jeffrey Wright.

A standout feature was the 3D mural wall constructed from lacrosse equipment, which participants could take home as a memento. The day's programming captivated attendees with dynamic court action, featuring professional players showcasing their extraordinary skills and creativity. Youth participants were given opportunities to compete both independently and alongside pro athletes.

Entertainment continued between gameplay, with electrifying performances by the 76ers drumline and TikTok sensation Zeddy Williams, ensuring a vibrant and engaging atmosphere throughout the event.

Organizations

• Premier Lacrosse League
• Cash App
• Boardroom

Links

•   Website

Featured

• Jason Kelce
• Flavor Flav
• Jeffrey Wright
• Paul Rabil
• Tony Reali
• Kay Adams
• PLL Professional Lacrosse Players
• WLL Professional Lacrosse Players

Credits

Paul Rabil
Co-Founder & President
Premier Lacrosse League

Mike Rabil
Co-Founder & CEO
Premier Lacrosse League

Rich Kleiman
CEO & Co-Founder
Boardroom / Thirty Five Ventures

Kevin Durant
Partner & Co-Founder
Boardroom / Thirty Five Ventures

Zack Ashley
Global Head of Brand Partnerships
Cash App

Mac Nicol
Enterprise Brand Partnerships
Cash App

Matty Lee
Chief Commercial Officer
Premier Lacrosse League

Kristen Bandos
VP of Partnerships
Premier Lacrosse League

Maddy Blakeman
Sr. Director, Fan Experience
Premier Lacrosse League

RJ Kaminski
Sr. Director of Brand
Premier Lacrosse League

Sarah Flynn
Chief Marketing Officer
Boardroom / Thirty Five Ventures

Jose Mena
Chief of Staff
Thirty Five Ventures

Andrew Sinnenberg
COO & Co-Founder
Premier Lacrosse League