Originally posted on Busted Coverage  |  Last updated 1/3/13

If you’re a fan of the Lingerie Football League, you’re not going to like the tone from a press release from the league office that has some wondering what will become of brand. Talk of focusing on “the sport” and “its athletes” seems to point to the league possibly changing with a focus towards attracting a mainstream TV package within the United States. Via: As the LFL heads into its 4th season in the United States, the league is preparing to further brand the sport internationally. LFL officials have announced there will be a major re-branding next week, which could include as much as a name change, new uniforms, and game equipment modification. The move is rumored to position the brand with a greater focus on the athletics of the sport and its athletes. Mitchell S. Mortaza, Founder & Chairman of the Lingerie Football League, was quoted as saying, “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 the coming years we will establish this sport in Canada, the US, Australia, Europe and Asia as the most known form of American football globally. In order to reach the next milestone, we feel the focus has to be the sport and our amazing athletes.” The league spent 2012 on hiatus in the United States, then expanded into Canada and played all-star games in Australia. Mortaza mentioned in December that ESPN would be featuring the LFL in the spring, yet not elaborating on details. It should be noted that players aren’t paid for playing in the LFL. The league contends that it needs more ticket sales to make that a possibility. More than 5,000 people have signed a Change.org petition to stop the sport in Australia over its practice of not paying players. The LFL plans to announce a league name change, new logo and overall brand shift during a January 9 press conference. [LFL 360] Filed under: Lingerie Football League

MORE FROM YARDBARKER

Greek federation blames Bucks for Giannis Antetokounmpo’s EuroBasket absence

Buccaneers-Jaguars game drew ridiculously awful ratings

Report: Cam Newton to see increase in workload next week

Desperate Seahawks must trade for left tackle to save season

Akron stores selling LeBron James 'stay home' apparel

LIKE WHAT YOU SEE?
GET THE DAILY NEWSLETTER:

James Harden: Chris Paul ‘didn’t seem happy’ at start of offseason

Joakim Noah: 'We didn’t lose all those games because of Phil Jackson'

Most surprising remaining NFL free agents

This is what makes Damian Lillard the 15th best player in the NBA

Leonard Fournette 'confident' he'll play in Week 1

Why wouldn’t you sell Philippe Coutinho for £114 million?

Sports & Politics Intersect: Echoes of Charlottesville ripple across the sports world

Best of Yardbarker: NFL goes in on Ezekiel Elliott, NFLPA

BIG3 Playoff Preview: Can anyone stop Trilogy?

The 'Bye bye to the Beast Incarnate?' quiz

Why the SEC is not the best football conference anymore

Box Score 8/18: Reds and Cubs claw through a 23-run game

The 'M! E! S! S! Mess! Mess! Mess!' quiz

Three Up, Three Down: Giancarlo Stanton won't stop hitting homers

NFL shifts blame for Zeke suspension to police and NFLPA

Box Score 8/17: Interleague games bring the fireworks

The 'Forget Calvin, bring back Jerry' quiz

The top 20 left-handed pitchers of all-time

NFL News
Delivered to your inbox
You'll also receive Yardbarker's daily Top 10, featuring the best sports stories from around the web. Customize your newsletter to get articles on your favorite sports and teams. And the best part? It's free!

By clicking "Sign Me Up", you have read and agreed to the Yardbarker Privacy Policy and Terms of Service. You can opt out at any time. For more information, please see our Privacy Policy.

Sports & Politics Intersect: Echoes of Charlottesville ripple across the sports world

BIG3 Playoff Preview: Can anyone stop Trilogy?

The 'Bye bye to the Beast Incarnate?' quiz

Why the SEC is not the best football conference anymore

The 'M! E! S! S! Mess! Mess! Mess!' quiz

Three Up, Three Down: Giancarlo Stanton won't stop hitting homers

NFL shifts blame for Zeke suspension to police and NFLPA

The 'Forget Calvin, bring back Jerry' quiz

BIG3 Referee Hotline Bling: Charles Oakley slams the phone — and his opponents — down

The '27 up, 27 down' quiz

Today's Best Stuff
For Publishers
Company Info
Help
Follow Yardbarker