Western Lacrosse Association

What Western Lacrosse Association does

The Western Lacrosse Association (WLA) is a non-profit amateur sports league operating Senior A box lacrosse competition in southwestern British Columbia, Canada. Founded under its current name in 1969 (with organizational roots to 1932), the league fields seven member teams across Burnaby, Nanaimo, Langley, Maple Ridge, Coquitlam, New Westminster, and Victoria, each playing an 18-game regular season from May through August. The league operates with approximately 5 staff and is governed by a Board of Directors chaired by Lance Andre, with Paul Dal Monte serving as Commissioner and Ben Hieltjes as Executive Director. The WLA is sanctioned by the Canadian Lacrosse Association, and its annual champion competes for the Mann Cup, one of the oldest continuously awarded championships in North America, donated in 1910.

The WLA's product surface consists of three primary assets: the official website (wlalacrosse.com) providing news, schedules, standings, statistics, and team content; the WLATV live streaming service delivered through a partnership with Trickshot Live; and the WLA Weekly episodic video series. The league also maintains an active social media presence across Facebook, Twitter, YouTube, and Instagram, alongside an email newsletter for fan engagement. The platform has no proprietary AI or machine learning capabilities and operates as a content/community distribution layer over the underlying competition.

Revenue is generated primarily through sponsorship, including a title sponsor (Johnston Meier Insurance Agencies Group), league sponsor JM Media Group, and additional minor sponsors (X-treme Threads, Vancouver Warriors, Clark Woods LLP, Triple O's). Ticket sales and merchandise provide additional streams, but the league does not publicly disclose financial metrics. The WLA serves two primary customer segments: spectators and lacrosse fans in southwestern British Columbia, and elite amateur players who frequently also compete professionally in the National Lacrosse League during the winter season.

Name

Western Lacrosse Association

Legal name

Western Lacrosse Association

Website

https://wlalacrosse.com

Company type

Private

Founded year

1969

Operating status

Operating

Short description

The Western Lacrosse Association is a non-profit amateur sports league operating Senior A box lacrosse in southwestern British Columbia, fielding seven teams across Burnaby, Nanaimo, Langley, Maple Ridge, Coquitlam, New Westminster, and Victoria, with revenue from sponsorships, ticketing, and merchandise.

Ownership category

akta.pro rank

Product category

Amateur Sports League

NAICS

Spectator Sports (71121), Sports Teams and Clubs (711211)

SIC

Services-Membership Sports & Recreation Clubs (7997), Services-Membership Organizations (8600)

akta.pro primary industry

Lacrosse Leagues (MPAKAAAO)

akta.pro secondary industries

Local Amateur Clubs & Community Sports Organizations (MPAKACAE), Amateur & Grassroots Tournament Organizers (MPAKADAH)

Keywords

• Amateur box lacrosse league
• Senior A lacrosse competition
• Lacrosse league British Columbia
• Mann Cup championship
• Sports league streaming

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Sponsorship: The league generates revenue through sponsorship deals including title sponsors (Johnston Meier Insurance Agencies Group), league sponsors (JM Media Group), and additional sponsors including X-treme Threads, Vancouver Warriors, Clark Woods LLP, and Triple O's.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

The Western Lacrosse Association organizes and operates a Senior A amateur box lacrosse league in southwestern British Columbia, comprising seven teams that play an 18-game regular season from May through August followed by playoffs. The league's champion represents the WLA in the national Mann Cup competition each September. Complementing the on-field competition, the WLA runs the WLA website for news, schedules, standings, and statistics, and distributes live game broadcasts through the WLATV streaming service on the Trickshot Live platform.

Product overview

The Western Lacrosse Association (WLA) operates a sports league website providing comprehensive coverage of senior A box lacrosse in British Columbia. The platform includes a main website for news, schedules, standings, and statistics; live game streaming via WLATV through Trickshot Live; and a sponsorship program connecting brands with the lacrosse community. The league consists of seven teams: Burnaby Lakers, Coquitlam Adanacs, Langley Thunder, Maple Ridge Burrards, Nanaimo Timbermen, New Westminster Salmonbellies, and Victoria Shamrocks.

Differentiator

Problem solved

Functional benefit

Products and services

• WLA Senior A Box Lacrosse League Season Annual Senior A amateur box lacrosse regular season and playoff competition organized by the WLA across seven teams in southwestern British Columbia (Burnaby Lakers, Coquitlam Adanacs, Langley Thunder, Maple Ridge Burrards, Nanaimo Timbermen, New Westminster Salmonbellies, Victoria Shamrocks). The season culminates in the WLA champion advancing to the national Mann Cup in September.
• WLA Website The official Western Lacrosse Association website providing news, team information, schedule, standings, statistics, scores, leaders, players, special teams, stars, and transactions for the league's Senior A box lacrosse season.
• WLATV Live Streaming Live streaming service for all WLA games delivered through the Trickshot Live platform, allowing fans to watch Senior A box lacrosse matches online.
• WLA Sponsorship Program Multi-tiered sponsorship offering for brands to associate with the WLA, including Title Sponsor (Johnston Meier Insurance Agencies Group), League Sponsor (JM Media Group), and minor sponsors (X-treme Threads, Vancouver Warriors, Clark Woods LLP, Triple O's). Provides marketing exposure across WLA venues, broadcasts, website, and social channels.

Quantifiable outcome

• 7 teams competing annually with 18-game regular seasons leading to playoff and Mann Cup championship

Segments2 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Seven partnerships are on record, tiered title sponsor, league sponsor, minor and core.

• Johnston Meier Insurance Agencies Grouptitle sponsorGTM or Marketing PartnerTitle sponsor of the Western Lacrosse Association. Locally owned and operated insurance brokerage established in 1973 in Maple Ridge, with over 45 locations throughout British Columbia.
• JM Media Groupleague sponsorGTM or Marketing PartnerLeague sponsor providing custom integrated marketing and advertising solutions including sports marketing and promotions across digital, television, radio, print, outdoor, and social media platforms.
• X-treme ThreadsminorGTM or Marketing PartnerLocal family-owned custom uniform and apparel company offering sublimated uniforms, screen printing, embroidery and promotional items. Established in 2008 in Port Coquitlam.
• Vancouver WarriorsminorStrategic or Co-development PartnerProfessional box lacrosse team in the National Lacrosse League (NLL). Many WLA players also compete for the Vancouver Warriors during the NLL season.
• Clark Woods LLPminorGTM or Marketing PartnerFull-service law firm serving all of British Columbia, offering services in wills and estates, real estate, family law, business law, and general litigation.
• Triple O'sminorGTM or Marketing PartnerRestaurant chain with 70 burger restaurants throughout BC, Alberta, Ontario, and Asia. Casual dining at standalone locations, universities, gas stations, and venues including Rogers Arena and Pacific Coliseum.
• Trickshot LivecoreTechnology or IntegrationStreaming platform partner providing live webcasting of all WLA games through WLATV service.

Scale indicators3 records

Recent moves8 records

Expansion highlights3 records

Direct peers

• Major Series Lacrosse (MSL): The Ontario-based Senior A box lacrosse league that is the WLA's direct counterpart in Canada's other major lacrosse market. The MSL champion competes against the WLA champion annually for the Mann Cup, making them the most direct peer in format, competition level, and fan base.

Broad incumbents

• National Lacrosse League (NLL): The professional indoor lacrosse league that WLA players feed into (e.g., via the Vancouver Warriors). The NLL operates at a higher commercial scale with broadcast deals and franchise valuations, but shares the WLA's sport, season calendar, and player pool.
• British Columbia Hockey League (BCHL): Canada's top Junior A ice hockey league, also operating in BC with a comparable community-based amateur league structure, multi-city arena footprint, sponsorship program, and development pipeline to professional hockey. Useful as a comparable amateur-sport league operating model in the same regional market.

Others

• Canadian Lacrosse Association: Canada's national lacrosse governing body, of which the WLA is a sanctioned member. Comparable as the umbrella organization administering the Mann Cup, national team programs, and broader lacrosse development — adjacent rather than competitive.
• BC Lacrosse Association: The provincial governing body for amateur lacrosse in British Columbia and the WLA's direct sanctioning body. Comparable as the organizing ecosystem that feeds talent into WLA rosters and structures provincial competition beneath it.

Regional players

• Ontario Lacrosse Association: Provincial governing body for amateur lacrosse in Ontario — the analogous counterpart to BC Lacrosse that feeds players into the MSL. Comparable as a regional player-development organization adjacent to (rather than competitive with) the WLA's southwestern BC territory.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xtwitter.com/WLALacrosse
• YouTubeyoutube.com/channel/UCY-lcZRw0QpzUvbgTk4L95w
• Facebookfacebook.com/WLALacrosse
• Instagraminstagram.com/wlalacrosse

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 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 Western Lacrosse Association