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Lingerie Football League announces that it will be changing its uniforms and its name

Jan 2, 2013, 4:26 PM EDT

Oakes hits a tackle dummy at football tryouts for Atlanta Steam for the Lingerie Football League during drills in Fairburn Reuters

Big press conference set for Los Angeles on Jan. 9, as the Lingerie Football League will presumably announce that it will be calling itself something other than the Lingerie Football League. It’s a “major rebranding” according to the press release, and will include “uniform modifications”. That’s good, because I always believed those athletes weren’t showing enough skin.

Here’s the press release:

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.

The move is rumored to position the brand with a greater focus on the athletics of the sport and its athletes.

Yes, the LFL is starting its own rumors. That’s a novel approach in a 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 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.

Tyler DeHaven of LFL media relations confirmed to me that a name change is on the menu.

“I can’t say much more than that,” DeHaven told us, “but we’ll send you photos on Wednesday.”

And really, that’s all I ask.

But I have the sinking feeling that I’m not going to like where all of this is headed. Words like “maturation”, “athletics” and “credibility”, when associated with the LFL, concern me. But the LFL is expanding to international markets: its already in Canada, and we’ll soon have LFL Europe and LFL Australia. Being that the league has received some criticism in other nations (most notably Canada) for emphasizing T&A over Xs and Os, they may be attempting to address that potential roadblock to expansion.

The photo above is from November tryouts for the LFL’s newest franchise, the Atlanta Steam. That’s 12 teams total for the new season that begins in April.

  1. cur68 - Jan 2, 2013 at 8:23 PM

    12 teams? That’s more than the CFL. I have an idea: lets call the former LFL the New CFL. They appear to be more popular anyways.