Ep. 21 - The Road to LA 2028: Lacrosse’s Game-Changing Impact on Travel and Events with Will Blake

Tickets to Travel

In this episode of Tickets to Travel: The Business of Travel Experiences, we’re diving into the fast-growing world of lacrosse and its road to the 2028 Summer Olympics in Los Angeles. Joining us is Will Blake, Vice President of Corporate Partnership Development at USA Lacrosse, who’s on a mission to expand the sport’s fanbase beyond its Northeast stronghold and onto the global stage.

Will shares the unique challenges and opportunities in building a sport’s following from scratch—balancing regional quirks, cultural barriers, and a ticking Olympic clock. We explore how lacrosse’s rapid growth is reshaping travel, ticketing, and fan experiences, creating untapped opportunities for sponsors and brands eager to connect with this passionate and fast-expanding community.

From youth tournaments driving family travel to the international spotlight lacrosse will shine on the travel industry in 2028, this conversation is a masterclass in turning a niche sport into a global movement. Plus, we touch on the undeniable impact of superfans, why lacrosse might be your next big ticket to success, and of course, Will’s take on surviving as a lifelong Chicago White Sox fan.

Whether you’re in travel, ticketing, or just love stories about turning dreams into reality, this episode will inspire and educate. Don’t miss it!