Lingerie Football League Begins Re-Branding Effort

The Lingerie Football League teased last week that they would be undergoing a re-branding in an effort to shift the focus of the league to the athletes and their on the field performance. Today, the league announced their re-branding efforts, which include changing the league’s name and a change to the uniforms.

LFL will now stand for Legends Football League and the lingerie will be replaced with “performance apparel.”

When you really look into the details, you realize that not much at all has changed and it is likely just a ploy to get the league back in the headlines. I guess it worked.

Here is the press release:

"“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 further establish this sport in 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”, said Mitchell S. Mortaza, Founder & Chairman, Lingerie Football League, LLC.LFL Re-Brand announcement also includes:– Performance wear replaces all lingerie aspects of uniform– New design of logos removing any sexy female figures– Redesign of shoulder pads to increase protection– Brand tag line shifts from ‘True Fantasy Football’ to ‘Women of the Gridiron’"

So, yeah. Not much has changed.

Instead of wearing frilly underwear, the league will just wear a less flashy version of the previous underwear. They will also “increase protection” with some new shoulder pads.

I guess you can’t expect much more from a league that built it’s fan base on a gimmick. At least Mitchell Mortaza can say he is trying, instead of handing out $14 checks to his players.