Originally written 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

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