North America’s Premier Lacrosse League (PLL) has continued its commercial activity by upgrading its partnership with global men’s hygiene brand Dude Wipes.
Under the new multi-year partnership, Dude Wipes becomes the official jersey back partner of the PLL through 2027, with the company’s brand to feature on the back of every PLL jersey, having served as a jersey patch partner of the PLL since 2023.
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Dude Wipes branding will also feature on PLL’s youth-level Junior Championship and PLL Play apparel, allowing the brand to activate with players at all levels of the sport.
As part of its renewal, Dude Wipe will gain broadcast integrations, field-side signage, on-site sampling and activations, as well as social and digital content across PLL channels.
Additionally, Dude Wipes is investing in co-branded out-of-home signage across PLL team markets in 2026, as well as a new creator program that will send influencers to PLL games throughout the season to document their game experience.
Mike Rabil, co-founder and chief executive of the PLL, said: “Dude Wipes has been one of our most committed and creative partners since 2023, and this expansion reflects exactly how aligned our brands and audiences are.
“Earning placement on every PLL jersey, from our youngest PLL Play athletes through the pros, is a powerful signal of where this partnership is headed, and a testament to the team at Dude Wipes betting on lacrosse early.”
The new deal comes as the PLL prepares to kick off its 2026 season this weekend (May 8 and 9) at Zions Bank Stadium, Utah.
The agreement also continues PLL’s recent commercial activity as it looks to boost the visibility of the sport ahead of its inclusion at the 2028 Los Angeles Olympics, most recently securing a major apparel partner with US sportswear giant Nike covering the PLL and Women’s Lacrosse League (WLL).
Under the agreement, Nike becomes the official apparel partner and a foundational partner of both leagues from the 2026 season, with the company designing and producing on-field uniforms and sideline apparel for all PLL and WLL teams, as well as select fan merchandise collections.
PLL launched in 2019 with US national network NBC serving as its domestic broadcast partner through the 2021 season.
International sports broadcaster ESPN then took over exclusive rights to the league ahead of the 2022 campaign, with all 47 games streamed via its ESPN+ service and select games aired exclusively across ABC, ESPN, and ESPN2.
The WLL, meanwhile, debuted in 2025, featuring four teams playing in the Olympic Sixes format, which takes place on a smaller field than traditional lacrosse.
Last June, ESPN extended and expanded its broadcast agreement to include the WLL and a minority equity stake in the PLL – marking the first time ESPN has publicly disclosed an equity investment in a sports league or property.
The latest five-year deal begins with the 2026 season and covers all games across both leagues, the postseason playoffs, as well as the All-Star and championship games.
In addition, the PLL and WLL player drafts will be covered by ESPN during the length of the tie-up.
