National Lacrosse League Refreshes its Brand Logos and Introduces It’s New NLL Authentics™ Initiative

Updated visual identity blends the NLL’s storied past with its aspirational future,
including the first French Language logo in League history

PHILADELPHIA, September 6, 2023 – The National Lacrosse League (@NLL), the largest and most successful professional lacrosse property in the world, today unveiled a refreshed brand identity system detailing how the NLL league and team brand architecture operates, communicates, and interacts with various audiences.

The League’s updated branding includes a refined primary logo, stylized wordmark, and for the first time, a French language “Ligue Nationale de Lacrosse” family of marks.

“The refreshed NLL visual identity aligns with the League’s new strategic vision and centers our brand storytelling around authentic themes that tell our story perfectly,” said Kurt Hunzeker, the NLL’s Executive Vice President of Commercial Operations. “The updated brand look and feel not only captures our unique brand of box lacrosse but creates exciting opportunities for the League to break through and position the NLL as a major sports league in North America today.”

The updated logos and brand positioning framework coincide with the launch of the League’s new licensing initiative, NLL Authentics™.

“Centralizing our league and team branding under the NLL Authentics umbrella allows us to streamline merchandising potential, as well as helping our official partners connect with our fans and communities more efficiently,” Hunzeker said.

The NLL’s expanded portfolio of official licensees and new assortment of retail merchandise will launch in advance of the 2023-24 NLL season this December.

The new branding will be featured in two major upcoming events on the NLL calendar: the NLL Hall of Fame Induction Ceremony in Burlington, Ontario, on September 15, and the 2023 NLL Draft in Oakville, Ontario on September 16.

The 2023-24 season will commence with NLL Faceoff Weekend on December 1-2. The full schedule will be announced in the coming weeks.

About the National Lacrosse League

The National Lacrosse League (NLL) is North America’s premier professional lacrosse league, with a record 1,165,528 fans attending games in 2022-23. Founded in 1986, the NLL is comprised of 15 franchises across the United States and Canada: Albany FireWolves, Buffalo Bandits, Calgary Roughnecks, Colorado Mammoth, Georgia Swarm, Halifax Thunderbirds, Las Vegas Desert Dogs, New York Riptide, Panther City Lacrosse Club (Fort Worth, Texas), Philadelphia Wings, Rochester Knighthawks, San Diego Seals, Saskatchewan Rush, Toronto Rock, and Vancouver Warriors.

For the latest scores and developments in the National Lacrosse League, please visit: and find the NLL on Facebook, Instagram, Twitter, YouTube and TikTok.


Media inquiries contact: Joe Favorito,, 917-566-8345

Gary Groob
Gary Groob

Gary Groob has been involved with Lacrosse for the majority of his life, whether playing, coaching, or covering the sport for the media.

An avid fan, with a real drive about helping to “grow the game”, Gary became part of podcasts about the game in 2010. Through the podcasts, Mr. Groob was given an opportunity to write about lacrosse, and the rest as they say, is history.

Through many miles (flying and driving) Gary has made inroads with the National Lacrosse League, Major Series Lacrosse League, the Ontario Lacrosse Association, as well as the Arena Lacrosse League, covering the leagues, their teams, and players, working for, and in concert with all of them.

In the year 2020, Mr. Groob was made the media person for the Arena Lacrosse League, voted onto the board of directors of the Brampton Excelsiors Lacrosse Club, as well as being made administrator of the Lacrosse page “Global Lacrosse” with a membership of 9000 members in over 90 Countries. Gary was also made an administrator of Lacrosse History Past Present and Future in 2022.

Mr. Groob co-hosts a weekly Lacrosse show on Spanglish Sports World, and ZingoTV channel 250, as well as writes a weekly lacrosse column for La Portada Canada News (both in print, and online).

Gary also hosts a Lacrosse talk show and podcast for The Edge of Philly Sports Network, seen live Sunday nights at 9pm (ET), and archived on the Edge of Philly YouTube page, as well as Spotify.

Mr. Groob’s other sports interests include Hockey, Football, Boxing, Wrestling, and Baseball, competing competitively in Boxing and Wrestling for many years.