iHeartMedia Has Partnered With USA Lacrosse
The agreement establishes a new official audio media partnership to promote the sport ahead of the 2028 Olympic Games.
Updated on Sept. 22, 2026 in Other Sports
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iHeartMedia has become the official audio media partner of USA Lacrosse, marking the first time the organization has created such a category. This collaboration aims to increase the reach of the sport through broadcast, digital, and podcast programming.
Why it matters
The partnership is designed to expand the visibility of lacrosse as the sport prepares for its upcoming return to the Olympic program in Los Angeles. It also secures critical branding opportunities for youth athletes at a pivotal time for the sport.
The partnership covers 144 athletes across U.S. Youth National Teams. iHeartMedia will also serve as a presenting sponsor for major events including The Atlas Cup, the Brogden Cup, and the National Lacrosse Hall of Fame Induction Ceremony.
The players
iHeartMedia
This American mass media corporation specializes in radio broadcasting, digital audio, and podcast production.
USA Lacrosse
This is the national governing body for the sport of lacrosse in the United States.
The details
iHeartMedia will leverage its extensive radio, digital, and podcast networks to produce live and on-demand content supporting USA Lacrosse membership and event initiatives. The agreement uniquely positions the media company as a key promotional vehicle for the sport through 2028.
Timeline
Lacrosse will return to the Olympic stage in Los Angeles in 2028.
Season Trajectory
This deal aligns USA Lacrosse with a national media powerhouse to solidify its profile ahead of the 2028 Los Angeles Olympic Games. The move significantly elevates the visibility of youth national teams and increases the sport's commercial footprint in the domestic market.
The deal guarantees that fans will encounter more USA Lacrosse-themed content across iHeartMedia radio stations and digital audio platforms. This increased volume of programming is specifically intended to grow the sport's audience through the lead-up to the 2028 Olympics.
The takeaway
This partnership reflects a strategic effort to capitalize on the mainstream growth of lacrosse before its Olympic reintroduction. Fans and participants can expect more accessible audio coverage and promotional campaigns focused on the sport's development at the youth and elite levels.
Further reading
For more on how national governing bodies are expanding their reach, visit the Other Sports section.
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