Major League Lacrosse might not quite rate with the NFL, NBA or MLB in terms of mass appeal. It’s not even in the same league as the NHL but such measures are not as devastating in the world of Internet-delivered programming where small-but-loyal fan niches can deliver riches.
Internet audio portal TuneIn recently announced a deal with Major League Lacrosse to carry every game this season (that started last weekend). MLL does not have traditional radio distribution and it has limited TV exposure via a handful of games on ESPN3. TuneIn will make the games available on the Internet and on mobile devices.
A release noted that besides the games, “TuneIn listeners will also be able to hear exclusive player and coach interviews, special events as well as the 2012 MLL Championship Weekend on Aug. 25 and 26.”
Major League Lacrosse Commissioner David Gross said, “We’re excited to provide fans with another way to consume game action and exclusive content.” He added: “While MLL fans have been able to catch the excitement of our sport live in the stadium or on TV, they now can listen to the teams they love with TuneIn from wherever they are — on their phones, in their cars or on their computers.”