Originally written on Bush League Chronicle  |  Last updated 1/3/13

The Lingerie Football League has gained popularity among the masses by mixing scantily-clad women with football. Genius, right? But might a series of re-branding changes be in the works for the 7-on-7 American league?According to their latest press release, the signs seem to point to yes. The LFL has a press conference slated for Jan. 9 in Los Angeles with which they are expected to announce the exact details of the changes:Nation’s fastest growing sports league’ (NBC Sports), Lingerie Football League (or ‘LFL’) officials have announced there will be a major re-branding which could include as much as a name change, uniform and game equipment modification of the league heading into its 4th season in the United States as it prepares to further brand the sport internationally.This is the next step in the maturation of our now global sport. While the Lingerie Football League name has drawn great media attention allowing us to showcase the sport to millions, we have now reached a crossroad of gaining credibility as a sport or continuing to be viewed as a gimmick. In order to reach the next milestone, we feel the focus has to be the sport and our amazing athletes”, said Mitchell S. Mortaza, Founder & Chairman, Lingerie Football League, LLC.The league is set to kick off their new season beginning in April. The LFL boasts 12 teams in the United States, four more in Canada, and will soon expand into Europe and Australia, as well.The decision to re-brand their image is undoubtedly an attempt at becoming more respectable and marketable to mainstream media. However, could these changes backfire and actually alienate their existing fan base instead? Only time will tell.Via Off the Bench.

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