A league grows when a clear promise meets consistent delivery. At the National Lacrosse League (NLL), Kurt Hunzeker, executive vice president of commercial operations, turned that belief into action by pairing structure with fan-first imagination.
Hunzeker led a commercial rebuild that began with a sharpened identity. The “Welcome to The Next Major League™” platform set a confident tone and defined how the product shows up for partners and fans. From that foundation he focused on growth people can feel. Grassroots programs multiplied across North America, junior competition expanded with signature events, and enterprise partnerships elevated reach. A centralized e-commerce hub, NLL Authentics, connected supporters with what they wanted while reinforcing a unified brand.
Alignment became the operating model. Hunzeker centralized key functions, standardized processes and planned at the enterprise level so clubs move together. Systems now support a single view of the consumer with sign-on and app features that simplify engagement. Digital capability continues to mature so content travels where fans already are and non-gameday storytelling stands on its own. That infrastructure prepares the NLL to capitalize on new distribution partners and a growing global audience.
Purpose keeps the pace. A Titan 100 Honoree, Hunzeker draws motivation from the way sport creates belonging. He invests in development, youth access and inclusive experiences that welcome underserved groups into the game. School partnerships, clinics and competitions create on-ramps for new participants, while recognition programs for educators, first responders and veterans show what service looks like in a sports setting. Visible progress in stands and on fields fuels the work.
If instant mastery were possible, Hunzeker would choose multilingual fluency across major languages. The League’s expansion depends on meeting a diverse fan base with clarity and respect, and speaking directly to families, partners and athletes would accelerate trust. That skill would also sharpen collaboration across borders as NLL-style sixes lacrosse returns to the Olympic stage.
Media evolution sits at the center of a defining chapter. Hunzeker supported moves that broaden digital distribution, launched a service to bring games and original storytelling directly to viewers, and set the stage for a dedicated channel that runs year round. Visual identity work advanced, so discoverability has improved for people encountering the sport for the first time. Each step shares the same aim to make it easier to find the NLL, understand the product and stay connected between weekends.
Steadiness under change is the hallmark. Personnel shifts tested plans, yet Hunzeker maintained momentum through clear priorities and a people-first ethic. Pride shows up in colleagues he mentors, in community partners who feel seen and in fans who return because the experience delivers. As an emerging pro sports property, the NLL will lead the industry, take calculated risks and explore new opportunities to deliver first-class experiences and products to the rapidly-growing fan base across North America and the world.
