• by David Goetzl  @dgoetzl, March 16, 2007

Major League Lacrosse, founded partly by the eponymous CEO of Body By Jake, has extended its deal with ESPN through 2016. ESPN will carry 11 games this season--all on ESPN2, starting May 25. Five games will be live and all aired in HD.

The league--originally put in motion by Jake Steinfeld, an ex-midfielder at Cortland State, and two others, including former Family Channel CEO Tim Robertson--had its first game in 2001 and has been on ESPN since 2003. The extension complements, in part, the slate of collegiate lacrosse matches carried on sister network ESPNU, allowing for cross-promotion opportunities.

Although growing, lacrosse is still viewed as a sport with pockets of popularity, including Long Island and Maryland. ESPN, however, is capitalizing on its burgeoning base. "Fan interest in lacrosse continues to build, and our commitment to the sport has grown considerably," says John Skipper, ESPN executive vice president, content.

The outdoor MLL competes on some levels with the indoor NLL, the National Lacrosse League, but mostly for sponsorship dollars. The NLL season starts in January and ends before MLL cranks up. NLL is in the midst of a one-year deal on ESPN competitor Versus; it's unclear whether that will be renewed.

As with most rights agreements ESPN makes these days, its deal allows coverage on a range of off-air platforms, including broadband hub ESPN 360 and mobile services. NLL sponsors include Reebok and Dodge, while MLL has New Balance and Bud Light. Steinfeld helps generate sponsors for MLL, although he has no official role in the organization. New Balance CEO Jim Davis is one of the partners who founded the league with Steinfeld. (MLL is run by commissioner David Gross.)

Rights to air games on ESPN International will also continue under the extension; that network has offered a "Game of the Week" since 2004. Robertson, one of Steinfeld's MLL co-founders, is the son of TV personality Pat Robertson. The Family Channel he ran has morphed into ABC Family.