Major League Lacrosse Seeking Its Own Version of LeBron James

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Jul 7, 2010

Major League Lacrosse Seeking Its Own Version of LeBron James The nation's fastest-growing sport isn't baseball, football or even soccer. It's a game that has been rooted in American culture since before the Pilgrims arrived and has remained a steadfast tradition in certain areas of the country.

The sport is lacrosse, and it's bigger than ever, thanks to the efforts of some of the best players in the world and a keen marketing approach.

"What makes lacrosse so great is that you don't have to be a certain size, unlike other sports like basketball where you have to be tall, or football where you need to be super strong," said Adam Werder, director of marketing for Warrior Lacrosse. "In lacrosse, you can be skilled at a few different things, and that makes you a good player."

Werder oversees Warrior's relationship with ESPN, one that came together to form ESPN Rise Warrior 40, which assembles the top-40 high school sophomore and junior lacrosse players in the country to take part in an exhibition game and skills competition. Call it lacrosse's version of the McDonald's All-American Game.

"The goal of Warrior 40 is to get together the best high school lacrosse players in the country and treat them like they're just as big of a deal as the top high school basketball, baseball and football players," Werder said.

Part of that star treatment included being special guests at the Major League Lacrosse (MLL) All-Star Game media reception held at Faneuil Hall in Boston on Wednesday night.

The All-Star Game, which takes place at Harvard Stadium on Thursday night at 7 p.m., features a match between the MLL All-Stars and Team USA.

Everyone who is anyone in the lacrosse world was on hand at Ned Devine's restaurant Wednesday, in an effort to not only celebrate a tremendous year in Major League Lacrosse but to promote one of the world's most underrated sports.

"Everyone should get to know the guys in this league," said David Gross, MLL commissioner. "They're true pioneers. They do everything from signing autographs and taking photos with fans, all for free. There's an incredible player-fan connection in this sport."

That connection, as Gross points out, is what makes the MLL All-Star Game so intriguing.

"The Major League Lacrosse All-Star Game is by far the most relevant All-Star Game in sports, because it's the only one with heart," Gross added. "At the end of the game, players literally take off their shirts, autograph them, and we auction them off for charity."

Paul Rabil knows just how passionate lacrosse fans can be. The Boston Cannons' star and 2009 MLL MVP relishes in every home game he gets to play at Harvard Stadium.

"There are 10,000 fans per game, always on our side," Rabil said. "Lacrosse fans are the best because they truly know the game and appreciate the little things that we do on the field. Everyone gets really excited during the game."

Rabil's path to lacrosse stardom is a success story that should be told to any up-and-coming player. Introduced to the sport in middle school, the 24-year-old continued to work hard at his craft, until he received a full scholarship to play at one of the best college lacrosse programs in the country, Johns Hopkins University. Now, Rabil is an MLL All-Star and a member of Team USA.

And even though lacrosse's popularity has skyrocketed with kids over the past few years, the professionals are still not getting the cut that pro athletes in other sports get. But according to Jake Steinfeld, who founded Major League Lacrosse in 1999, help is on the way.

"There will be that moment when we have full houses, big TV ratings and million-dollar players," Steinfeld said. "We just have to keep working hard and working together."

Team USA certainly works hard. After participating in Thursday's game, the national squad will head to Manchester, England, to take part in the 2010 FIL World Championship; lacrosse's version of the World Cup.

"Lacrosse is all about player commitment," said Jody Martin, the U.S. Lacrosse men's division director since 1998. "Whether it's a commitment to practicing, traveling or taking time to further the sport by meeting with fans, our players give a tireless effort day in and day out."

The positive atmosphere at the media reception on Wednesday night got everyone in the room excited about the MLL All-Star Game, as well as the future of the sport. But in order for lacrosse to truly become a big deal in America, it needs a flashy player that transcends the game unlike any before.

Take basketball, for instance. LeBron James is making the biggest headlines in sports these days, and he hasn't even played a game since mid-May.

Lacrosse needs a LeBron. So, will this year's Warrior 40 produce lacrosse's first big name?

"I can't say who will be the best of the class just yet, but there's definitely a 'LeBron' in this group," Werder said. "I guarantee it."

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