Reebok backs lacrosse league

Friedman, Wayne
May 1999
Advertising Age;5/24/1999, Vol. 70 Issue 22, p8
Trade Publication
This article reports on the decision of Jake Steinfeld, the bodybuilding founder of Fit TV cable network and Tim Robertson, a former owner of the Family Channel, to link with SFX Entertainment to fund Major League Lacrosse, a professional regional league starting up in June 1999 in the U.S. It will launch initially with eight teams in the Northeast as a spring-summer league, with ambitions to expand to Denver, Los Angeles, San Diego and other western cities. Steinfeld said the league plans to give its TV partner a financial stake.


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