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Archive for July 19, 2021

June 19, 2021 — The puzzling marketing strategy of Athletes Unlimited

If you’ve jumped onto the ticketing portion of the Athletes Unlimited website over the last few weeks, you’ll notice something odd. It’s impossible to buy tickets not only for Friday’s opening doubleheader, but for 20 of the 30 games that are being held over the next five weekends.

Today, I’ve noticed that, on the 20 games which aren’t being ticketed through the AU website have two words written in red on the logos for the games: “LIMITED ACCESS.”

The home of Athletes Unlimited lacrosse is to be Maureen Hendricks Field, which seats some 5,000 people and has been known to fill up for events such as U.S. Open Cup games involving D.C. United and Washington Spirit home matches.

While one can surmise that the fact that the 20 games with limited access are already sold out (which would be absolutely marvelous), it does call into question whether the limited access is for health and safety. The nation and the world are experiencing an uptick in COVID-19 thanks to the Delta Variant, and large crowds, including those with unvaccinated youth lacrosse players, could lead to an enormous spike amongst unvaccinated people.

Thing is, a couple of the bigger youth lacrosse tournaments on the summer schedule, the World Series of Lacrosse and the IWLCA Champions Cup, have already taken place, and other events are taking place all over the Eastern seaboard, but a good distance away from the Maryland Soccerplex.

Where, I wonder, is Athletes Unlimited going to get the people to fill the seats?