Ticketmaster has signed a first-of-its-kind deal with the Premier Lacrosse League (PLL) to become a presenting sponsor and ticketing partner.

Under the multi-year agreement, the Live Nation-owned ticketing giant will insert its moniker into the North American league’s official title. It will now be known as PLL Powered by Ticketmaster for its second season.

The lacrosse league, which uses a tour-based model instead of stationing teams in cities, will use Ticketmaster’s Presence digital ticketing and venue access control platform, as well as the SafeTix product that presents a unique barcode that automatically refreshes every few seconds.

The Ticketmaster brand will also be visible to the league’s Premier Zone, which is a festival-like area at games that the PLL says attracts 90% of attendees. In addition, the league’s podcast shows will now be called Ticketmaster Studios. The ticketing firm will have a weekly branded-content series, access to players, stadium advertisements, and a wide-ranging tie-up with NBC that gets the company in-game segments and commercials.

“From size to scope, this partnership marks a historic moment for professional lacrosse, and the Premier Lacrosse League, specifically,” said Paul Rabil, PLL co-founder and chief marketing officer.

“Ticketmaster’s audience reach, innovative technology, and breadth of venue partners in sports and live events are unparalleled. Our fans will benefit from a first-class experience at every game that only Ticketmaster can offer on their site and app, with Ticketmaster’s marketing support empowering the PLL to better reach and communicate with our fans at every touch point.”

The league currently has seven clubs, including Archers LC, Atlas LC, Chaos LC, Chrome LC, Redwoods LC, Waterdogs LC and the 2019 Premier Lacrosse League champions, Whipsnakes LC.

The PLL’s season kicks off on May 29 at Gillette Stadium in Massachusetts. The league welcomed a total of 13,681 fans to the 65,878-capacity stadium over three games in 2019.