Georgia Swarm Pro Lacrosse

What Georgia Swarm Pro Lacrosse does

Georgia Swarm Pro Lacrosse is a professional indoor lacrosse franchise competing in the National Lacrosse League (NLL), one of 15 franchises in the only professional indoor lacrosse league in North America. The team plays its home games at Gas South Arena in Duluth, Georgia, approximately 25 miles north of Atlanta, and won the 2017 NLL Championship (the only title in franchise history, which dates to 2004 as the Minnesota Swarm before relocating to Georgia in 2015). Owned and operated by Arlo Sports LLC, the franchise employs 11–50 staff and operates under the leadership of Owner & General Manager John J. Arlotta and Co-Owner and President Andy Arlotta.

The franchise's core offering is live professional lacrosse, marketed as the NLL's fastest game with an average of 25 goals per game and headlined by elite players such as Lyle Thompson and 2026 NLL MVP Brett Dobson. Revenue is generated across five streams: single-game and season ticket sales (handled via Ticketmaster and a direct sales team), premium seating and suites ($1,000–$16,000 per package), corporate partnerships (anchored by presenting sponsor Harrah's Cherokee Casinos), merchandise and concessions, and ancillary fan-experience packages (meet-and-greets, player clinics, performance packages, and online memorabilia auctions via DASH). Season memberships range from $125 (777 Club) to $550 (Goal Zone Club), with single-game tickets priced from $12 to $63, positioning the franchise as affordable family entertainment in the Atlanta market.

Beyond the NLL season, the franchise has built a vertically integrated community and youth ecosystem. The Swarm Box League (SBL), now in its third season, is a year-round indoor box lacrosse league for all ages and genders across metro Atlanta with 500+ inaugural participants. Junior Swarm sends selected U13/U15/U17 players to the Jr. NLL Tournament in Toronto, and the Educational Gym Program brings NLL players into local schools with lacrosse curriculum and equipment kits. Distribution is multi-channel: direct online sales via Ticketmaster, dedicated account executives for corporate and group sales (Business in the Box, Company of the Game), broadcast partnerships with ESPN+ and TSN+, local carriage on Peachtree Sports Network, and watch-party locations with Truck & Tap across four Atlanta-area venues. Marketing is driven by active social media presence (~18K Twitter, ~26K Instagram followers), community outreach, and themed game nights with category-specific presenting sponsors.

Name

Georgia Swarm Pro Lacrosse

Legal name

Arlo Sports LLC

Website

https://georgiaswarm.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Georgia Swarm Pro Lacrosse is a professional indoor lacrosse franchise in the National Lacrosse League (NLL), playing at Gas South Arena in Duluth, Georgia (Atlanta metro). It generates revenue from tickets, premium seating, corporate sponsorships, merchandise, fan experiences, and year-round youth programs.

Ownership category

akta.pro rank

Product category

Professional Sports Entertainment

NAICS

Sports Teams and Clubs (711211), Spectator Sports (7112)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Lacrosse Leagues (MPAKAAAO)

akta.pro secondary industry

Team Sports Matches (Club & National) (MPAGAMAB)

Keywords

• Professional lacrosse
• Indoor lacrosse team
• Live sports entertainment
• Season ticket memberships
• Corporate hospitality suites

Headquarters

HQ city

Duluth

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Revenue from single game tickets, season memberships, and group tickets sold directly to consumers through Ticketmaster and direct sales team.
2. Premium Seating & Suites: Revenue from luxury seating options including Goal Zone Club, On-the-Glass, premium suites, and hospitality packages for corporate clients.
3. Corporate Partnerships: Sponsorship revenue from brand partnerships, advertising in arena, Company of the Game program, and Business in the Box corporate packages.
4. Merchandise & Concessions: Revenue from official merchandise sales and concessions at Gas South Arena games.
5. Fan Experiences: Additional revenue from fan experience packages including meet & greets, player clinics, performance packages, and fundraising options.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels6 records

Core offering

Georgia Swarm is a professional indoor (box) lacrosse team competing in the National Lacrosse League (NLL), playing home games at Gas South Arena in Duluth, Georgia. The team sells live-game admissions through single-game tickets, season memberships, group packages, and premium seating/suites, while also generating revenue from corporate sponsorships, arena merchandise, and fan experience add-ons such as meet-and-greets and player clinics.

Product overview

Georgia Swarm is a professional indoor lacrosse team competing in the National Lacrosse League (NLL) based in Atlanta, Georgia. The organization's product portfolio centers on live sporting event experiences at Gas South Arena, comprising single game tickets, season memberships (starting at $125), premium seating options (Goal Zone Club, On The Glass, Suites), and group packages. Additional offerings include fan experience add-ons (National Anthem Buddies, Player Clinics, Turf Time, Meet & Greets), corporate hospitality packages (Lit Lounge, Level One, Premium Suites), and youth development programs (Swarm Box League, Junior Swarm, Educational Gym Program). The company also operates merchandise auctions via DASH platform and community engagement initiatives including Heroes Night and Native Heritage Night. The 2026-27 season membership packages range from $125 to $550 per seat.

Differentiator

Problem solved

Functional benefit

Products and services

• Single Game Tickets Individual game admission tickets for Georgia Swarm home games at Gas South Arena in Duluth, GA. Pricing ranges from $12 (777 Club/404 Club) to $63 (Goal Zone Club), with various seating sections including On The Glass ($49), Midfield ($45), Sideline ($39), Club ($39), and Endzone ($21). Target audience is individual sports fans and families seeking live professional lacrosse entertainment.
• Season Memberships Full-season ticket packages offering the best available seats plus exclusive member benefits including 15% off merchandise, 10% off concessions, discounted parking, on-field fan experiences, and access to members-only events. Pricing ranges from $125 (777 Club) to $550 (Goal Zone Club) per seat for the entire season.
• Group Tickets Discounted ticket packages for groups of 10 or more people offering savings up to 36% off single game tickets. Sections include Sideline ($29), Endzone ($26), and 404 Club ($20). Designed for group outings, corporate events, and team-building experiences.
• Premium Suites Private suite experiences at Gas South Arena: 16-person suites ($1,000 single game, $9,600 full season) and 30-person suites ($1,580 single game, $16,000 full season). Includes tickets, parking passes, and all member benefits.
• Business in the Box Corporate partnership program offering season memberships, brand visibility at games, eblast to 100,000 fans, video board and LED ribbon display during games, booth/table opportunities, and sponsorship of annual Heroes Night. Targeted at businesses seeking brand visibility and client entertainment.
• Company of the Game Corporate recognition program where selected companies receive up to 20 complimentary tickets, in-game video board and PA recognition, and additional perks for organizations with 100+ employees. Sponsored by Eclipse Networks.
• Swarm Box League (SBL) Premier indoor box lacrosse league for metro Atlanta providing instruction and competition for boys, girls, men, and women of all ages. Sponsored by Peachtree Orthopedics; games are played at Silverbacks Indoor in Suwanee, GA and Northeast Cobb YMCA in Marietta. Individual registration $225/player, team registration $2,500/team.
• Junior Swarm Youth travel team representing the Georgia Swarm at Jr. NLL Tournament in Toronto. Tryouts for U13, U15, U17 players. Selected players receive uniform, tournament entry, 15 hours of coaching from NLL professionals, Swarm swag bag, and recognition at home games. Cost $850 per selected player.
• Educational Gym Program Curriculum hosted by Swarm players teaching lacrosse history, origins, and basics to school groups. Includes Flex6 Lacrosse P.E. Kit with pop-up goals, youth sticks, training disks, and foam balls for participating schools.
• Fan Experience Packages Special access experiences including National Anthem Buddies, Pregame Team Tunnel, Turf Time (pre/post-game field access), Meet & Greet (post-game on-field access with players/coaches), Halftime Scrimmage (youth team exhibition during halftime), and Player Clinics (instruction from professional lacrosse athletes).
• DASH Memorabilia Auctions Online auction and raffle platform partnership with DASH for exclusive Georgia Swarm memorabilia including autographed jerseys, game-worn apparel, official merchandise, and authentic game-used equipment.
• 777 Club Value seating option brought to fans by Harrah's Cherokee Casinos at $125 per seat for the entire season. Prime lower-level seats in six sections above the Goal Zone Club with membership benefits included.

Quantifiable outcome

• Average of 25 goals per game
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

15 partnerships are on record, tiered flagship, core, major and minor.

• Harrah's Cherokee CasinosflagshipOthersSeason Presenting Sponsor of the Georgia Swarm. The 777 Club is presented by Harrah's Cherokee Casinos. Provides naming rights and major sponsorship support for the team.
• Gas South ArenacoreOthersHome venue for Georgia Swarm games. Located in Duluth, Georgia, approximately 25 miles north of Atlanta.
• Georgia LotterymajorGTM or Marketing PartnerPresenting sponsor for multiple theme nights including Georgia Lottery Night on January 10.
• Peachtree OrthopedicsmajorGTM or Marketing PartnerPresenting sponsor for December 13 theme night and sponsor of Swarm Box League (SBL).
• Eclipse NetworksminorGTM or Marketing PartnerPresenting sponsor for Company of the Game program, bringing local businesses to Georgia Swarm home games.
• Eclipse NetworksminorGTM or Marketing PartnerPresenting sponsor for Company of the Game program featuring local businesses at home games.
• KrogerminorGTM or Marketing PartnerPartner for Educational Gym Program led by Swarm players.
• LifeLink FoundationminorGTM or Marketing PartnerPartner for Heroes Night, raising awareness for organ donation.
• Stars of HonorminorGTM or Marketing PartnerPartnership to reward local elementary and middle school students with tickets to home games.
• DASHminorGTM or Marketing PartnerPartner for online auctions, raffles, and contests featuring authentic game memorabilia.
• Truck & TapminorGTM or Marketing PartnerOfficial Watch Party destination for road games with locations in Lawrenceville, Alpharetta, Duluth, and Ph'East in the Battery.
• Singleton MarineminorGTM or Marketing PartnerPresenting sponsor for Grow the Game theme night on March 14.
• Coastal States BankminorGTM or Marketing PartnerPresenting sponsor for Fan Appreciation Night on March 20.
• ALMCARS.COMmajorGTM or Marketing PartnerPresenting sponsor for the Goal Zone Club premium seating area.
• Thompson BrotherscoreStrategic or Co-development PartnerAnnual Cherokee Lacrosse Camp partnership in Qualla Boundary, NC. Players work with youth Cherokee kids on lacrosse basics.

Scale indicators5 records

Recent moves7 records

Expansion highlights6 records

Direct peers

• Buffalo Bandits: Direct NLL peer and defending Champion's Cup dynasty; comparable as another multi-time champion NLL franchise competing for the same league-wide fan base, sponsorship dollars, and draft talent.
• Toronto Rock: Historic NLL franchise (multiple championships) with a comparable ticketing, suite, and sponsorship revenue model and similar reliance on a single-arena home schedule.
• Saskatchewan Rush: NLL franchise defeated by the Swarm in the 2017 Championship series; directly comparable as a small-market professional indoor lacrosse team with a community-driven sponsorship model.
• Halifax Thunderbirds: NLL franchise that eliminated the Swarm in the 2026 semifinals; directly comparable as a peer competing in the same league schedule, postseason bracket, and player market.
• Colorado Mammoth: Long-standing NLL franchise operating out of Ball Arena in Denver; comparable in arena-leased operating model and ticket-tiered revenue structure.
• San Diego Seals: NLL franchise competing on the same league schedule with a similar Southern U.S. / Sun Belt market profile and comparable ticketing and sponsorship product suite.
• Vancouver Warriors: NLL peer operating in a similar arena-lease model with comparable single-game, season membership, and suite product packaging.
• Philadelphia Wings: NLL franchise with a comparable market-tier profile and similar reliance on a single-arena, season-membership-driven revenue model.

Broad incumbents

• Atlanta United FC: Atlanta's MLS franchise; not a direct competitor for lacrosse fans, but a broad incumbent competing for the same local sports-entertainment sponsorship and discretionary consumer dollars.
• Atlanta Braves: Atlanta's MLB franchise and regional entertainment anchor; competes for corporate sponsorship budgets, group-ticket clients, and family entertainment share in the same DMA.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/GeorgiaSwarmLAX
• YouTubeyoutube.com/c/GeorgiaSwarm
• Facebookfacebook.com/georgiaswarmlax
• Instagraminstagram.com/georgiaswarmlax
• TikToktiktok.com/@georgiaswarmlax

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Georgia Swarm Pro Lacrosse