For a sport that rarely makes the front page, a press release alone is seldom enough. We designed an event where journalists could take away more than information: first-hand experience. At Prague's Mrázovka ground on 20 October 2026, they tried lacrosse with national team players and coaches and met the people behind the sport.
Newsrooms choose between dozens of stories every day. A less visible sport needs a fresh reason for journalists to pay attention and turn up in person. Picking up a lacrosse stick provided one. It offered direct contact with players, a personal perspective and strong moments for photographs and television. The same event could therefore yield different stories for different outlets.
At 4all we developed the concept, approached journalists, organised the event and handled the follow-up with newsrooms. We connected the teams' Olympic ambitions with an opportunity to gather material for both written and televised coverage.
Attendance exceeded our original target. Coverage appeared in major sports outlets including iDNES.cz, iSport.cz and ČT sport, giving lacrosse a chance to reach beyond its existing community before qualification began.
