Blog Post 2: Maverik's Marketing techniques: Player and League Endorsements

Maverik Lacrosse has come very far since its humble beginnings in 2005. The for profit company was founded by John Gagliardi and Jay Jalbert. In June 2010 Gagliardi sold his company to New York City private equity company Kohlberg & Co, the parent company of sporting goods powerhouse Bauer Sports. 

Humble Beginnings to Household Lacrosse Company

So how was Maverik able to attain so much popularity in such a short time? Maverik took the route of advertising through partnerships in order to get the name out to the world. From the beginning, Maverik's plan was to develop brand loyalty to their potential consumers. The way Maverik designs its product lines allows for brand loyalty to occur because they have various lines with new and improved products continuously being developed. If a consumer purchases a Maverik Rome product, for example and enjoys it, they will more than likely purchase the next generation of that product when it comes out. This was the basis for Maverik's marketing strategy.

League and Team Endorsements and Partnerships

Since the company's beginning, Maverik has expanded exponentially, acquiring various team and league equipment partnerships. These partnerships have allowed Maverik to gain popularity through all levels of the game, making Maverik a household name in the lacrosse world. Following, I will highlight Maverik's largest team and league equipment partnerships.

Major League Lacrosse
On April 22nd 2014, Major League Lacrosse, the premier professional outdoor lacrosse league, announced that it teamed up with Maverik Lacrosse as an Official Equipment Partner of the MLL. This year, they have extended their contract with the MLL to another 4 years. As part of this partnership they will outfit specific players with gloves, heads, shafts, and other protective equipment. They have also signed partnerships with specific teams such as The Long Island Lizards and Rochester Rattlers.

“We’re excited to have Maverik Lacrosse join Major League Lacrosse as an Official Equipment Partner, Having one of the top lacrosse manufacturers as a partner is another important step in uniting the sport.”- MLL Commissioner David Gross

NCAA Division 1 Universities

Along with partnerships with the MLL, Maverik has joined forces with top level Division 1 lacrosse powerhouses such as Notre Dame, Albany, Penn State, The University of North Carolina at Chapel Hill, and Georgetown, To name a few

Notable Player Endorsement

Drew Adams

Along with equipment partnerships with Teams, Maverik has signed over 20 superstar MLL athletes including 2015 Goalie of the year, Drew Adams. Drew played his collegiate lacrosse at Penn State and was then drafted to the Long Island Lizards. Since then, he has been a member of Team USA and an MLL MVP numerous times. Since 2010, Drew has been an Marketing Manager at Maverik and is responsible for the marketing budget of the company, planning product launch strategies, and managing print, online, and in-store advertising. he has been a crucial player in Maverik's success and popularity side he entered the MLL in 2009.