Community-focused Ottawa lacrosse team seeks to establish enduring presence through fostering local connections.

Rewritten Article:

The Ottawa Black Bears, joining the National Lacrosse League in town, brought in a glimmer of hope for some die-hard lacrosse enthusiasts, threatened by hockey fever and shifting demographics. Jeff Hartley, President of the Gloucester Lacrosse Association, considers the Black Bears arrival as a chance to revive the sinking sport, previously pushed aside by year-round hockey and soccer.

"The Black Bears provides an opportunity where, if the kids and their folks witness the game, hopefully, they'll take interest and sign up to play!" Hartley said gleefully.

After leaving behind the New York Riptide, the Black Bears moved to Ottawa following the 2023-24 season and are eyeing a successful first season. With one game left, the team is neck-and-neck with two others for the final playoff spot. A win against Saskatchewan Rush on Saturday could secure a 9-9 record, potentially earning them a playoff berth. Even a loss along with favorable outcomes elsewhere could still seal a postseason position.

The Black Bears have knocked it out of the park in terms of game attendance. In their inaugural season, the team has averaged over 5,000 attendees per game, far outstripping the team governor, Erik Baker's initial goal of 4,000. Moreover, the number of season ticketholders outnumbers the Riptide's average game attendance.

Chelsea McDermott, the team's Vice President of Business Operations, puts the success of Ottawa Black Bears down to their focus on community involvement with local lacrosse associations. McDermott believes this approach, unique to smaller sports, demonstrates their commitment to embracing their budding community.

The team's innovative marketing strategy revolves around connecting with their audience during the game, ensuring a jam-packed atmosphere, filled with remixes, frequent "claws up" prompts, cheerleading performances, and the absence of idle moments. While not every fan has donned a Black Bears' jersey yet, the stands are filled with the likes of Senators gear, bear claw mitts, and color-coordinated attire for themed games.

Partnership between the Black Bears and the Ottawa Senators has also played a significant role in the team's outreach, utilizing the Canadian Tire Centre as their home, exclusive signage, merchandise in the Sens Store, Black Bears booths at Senators games, and joint promotions. McDermott asserts that while the arena's location in Kanata may be an issue for some, this problem will resolve itself once the Senators shift to a downtown arena within a few years.

The strength of Ottawa's lacrosse community was a crucial factor in the Black Bears move to Ottawa, according to Rich Lisk, the executive vice-president of GF Sports, the company that owns the Black Bears. With a rich crop of young lacrosse talent in the region, the Black Bears can capitalize on this resource and make significant strides in developing future players.

Ottawa-born players have become a common sight on NLL rosters since the early 2000s, and the Black Bears are no exception. Canadian goaltender Will Johnston grew up playing for the Nepean Knights and went on to play for the Carleton Ravens. Aspiring to nurture the blossoming talent in the area, the team has established an advisory council consisting of representatives from the different minor lacrosse leagues and teams in the Ontario Lacrosse Association's Zone 5.

Each minor lacrosse association is assigned a home game, where they receive a link to sell tickets to all players, whose proceeds are split between the lacrosse association and a central fund for Zone 5. Halftime is allocated for youth players to showcase their skills. Associations struggling with player shortages, like the Gloucester Griffins, with only 298 registrants last season, and thriving teams, like the Nepean Knights, with 600 players registered for the upcoming season, all strive to benefit from the Black Bears' influence and marketing efforts.

By investing in the youth population, the Black Bears aim to foster a new generation of Ottawa's lacrosse stars. This community-focused approach is essential, as Ojibwe fan and long-time lacrosse player Matt Tenute points out, "Lacrosse is exploding in the city!" The Black Bears have been actively engaging with Indigenous communities, ensuring that the rich heritage and spiritual significance of the sport do not go unnoticed.

The Black Bears have seamlessly incorporated Indigenous elements into their branding, utilizing symbols of peace, friendship, and unity for their jersey designs. Milestones in NLL history have reinforced the bond between the game and the Indigenous communities, as demonstrated by Halifax Thunderbirds veteran Cody Jamieson becoming the first Indigenous player and only the 17th player in league history to score 1,000 points.

For lifelong player Kanatase Horn, a Kahnawake resident who has moved to Ottawa, the Black Bears' presence makes him proud of his roots, sharing the excitement with his son, who watched them play multiple times this season. Horn is hopeful that the local Indigenous talent, particularly players like Larson Sundown, will serve as role models and inspire the future generation to strike the path of lacrosse excellence.

The Black Bears have extensively utilized media outlets such as free streaming on NLL+, subscription-based TSN+, and occasional TV coverage on TSN. Brouard recommends expanding their media presence to reach smaller publications, like student publications, and bolster their social media presence to generate more interest in the community.

Overall, the Ottawa Black Bears have been building a brand around community involvement and youth engagement. Despite the general lack of mainstream media coverage, this strategy has likely boosted ticket sales, attracted new fans, and encouraged participation in lacrosse across the region, making it an exciting time for the sport's future in Ottawa.

Community-focused Ottawa lacrosse team seeks to establish enduring presence through fostering local connections.