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Lingerie Football League Rebrands Itself as Legends Football League

January 9 press conference introducing rebranded name and new uniform. Photo obtained from LFL Facebook page!/mylfl?fref=ts
January 9 press conference introducing rebranded name and new uniform. Photo obtained from LFL Facebook page!/mylfl?fref=ts
Mark StaffieriContributor IIJanuary 10, 2013

Springtime football gets a new attitude as the Legends Football League boasts the most highly conditioned and intriguing female athletes in professional sports. As the LFL quickly becomes a global icon in popular culture, a rebranding has taken place to start the year. Changing its name from Lingerie Football League to Legends Football League, the sport has taken a new step in establishing itself as a player on the sporting landscape.

After a successful 2012 season in Canada (and the implementation of an interleague holiday match between Seattle and British Columbia), the league has grown by a quantum leap. The next step in the LFL’s expansion includes Australia. Of note, Chloe Butler, a native of Australia, established herself as a star with the league champion Los Angeles Temptation. The 5’11” player from Croydon, Australia has attended the LFL Australia training camp in New South Wales and is poised to become one of the global stars of this rebranded league.

While the L has now changed to Legends, there is no question that the quality of play will retain its high standard. Players such as Jessica Hopkins, Liz Gorman, Ashley Salerno, Heather Furr and Anne Erler are all franchise foundations that have helped to transform the league into a high performance, entertaining product.

As training camps for the 2013 LFL US season are now underway, the rebranding also includes modifications to its uniforms. Adorning the front of the uniform is the LFL shield, with white and blue colors. In addition, the city of Atlanta will be welcomed into the fold as the Atlanta Steam join the ranks.

Similar to mixed martial arts and professional wrestling, the LFL is a package of sporting competition and entertainment which makes it a unique brand in which women are the key athletic attractions. The LFL has gained media attention in South America, and there was an announcement that a new league for Europe is tentatively scheduled for 2015. In its plans to continue taking the world by storm, the rebranded Legends Football League will continue to be home to the most empowered women of sport.

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