How pro sports leagues and their sponsors can make the most of temporary markets

The GIST: Front Office Sports recently examined a trend among leagues like the Premier Lacrosse League (PLL) and Athletes Unlimited Softball League (AUSL): Traveling teams and exhibition matches are a smart way to identify prime markets before establishing permanent teams. Let’s explore when traveling teams work and what this format means for sponsors. Goin’ places.

PLL and AUSL: The PLL remains a touring league despite committing teams to cities in 2024. There are no permanent venues yet, but the men’s lacrosse league is selling out events and has seen YoY ticket revenue growth. However, its newly-launched Maybelline Women’s Lacrosse League already has fixed cities and will expand its schedule in 2026.

• AUSL debuted this year with four teams playing 24 games in 10 different cities, and the women’s softball league only needed one season on the road before deciding to move to a traditional league model in 2026. But it’s worth noting AU’s extensive history with market testing across its leagues, from softball’s Rosemont roots to basketball’s Nashville home.

The context: Other leagues have toured teams to test markets, from WNBA Canada games to the PWHL’s Takeover Tour, which helped the league expand into Seattle and Vancouver. Exhibition games have converted new fans in basketball and hockey: About 80% of Takeover Tour attendees were at their first PWHL game, and the league saw a 30% boost in followers during the roadshow.

• Emerging leagues in niche sports, like pickleball’s PPA Tour, seem focused on bringing the sport to smaller grassroots markets. PPA Tour stops in Arkansas, Wisconsin, and Illinois have been welcomed, especially since they offer significant economic impact: Last month’s PPA Challenger Series was projected to generate $800K in revenue in Edwardsville, Illinois.

• However, not all niche start-up leagues need to begin this way, as volleyball is a notable exception. Both PVF and LOVB launched leagues with established markets primarily identified through fervent collegiate fanbases — consider Omaha, which is home to PVF and LOVB teams and is hosting AU Volleyball this fall.

The sponsor caveat: When teams’ hometowns are set, local sponsors can come in and push the needle, which we’ve seen in the NWSL and WNBA. But if teams don’t have roots, what sponsorships make sense? It mostly leaves room for national backers, each with its own reasoning to get in early. In the AUSL, for example, Sephora is stepping up its women’s sports profile, Rebel Girls is looking to access the youth audience, and MLB is treating AUSL as its softball arm.

The takeaway: National sponsors are great, and they can still work for a traveling league, but there might be a ceiling when it comes to having an impact as fandoms are still developing at this juncture. Exhibition matches effectively expose new people to the game, but these viewers may have trouble when it comes to choosing a team to cheer on.

• Still, it’s important to mention that avid women’s sports fans are fond of brands that partner with athletes regardless of team — they’re 27% more likely to buy from a company endorsing a popular woman athlete, with brand love especially strong in sports like soccer. So even if a league isn’t quite ready for the traditional fixed-city model, sponsors can benefit now by teaming up with athletes directly. A dynamic duo.