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National Lacrosse League Announces League-Wide Activation for ‘Every Child Matters’ Initiative

via NLL press release, by Ryan Ireland

Every NLL Team Participating in Three-Week Awareness Campaign in January-February

PHILADELPHIA, January 17, 2023 – The National Lacrosse League (@NLL), the largest and most
successful professional lacrosse property in the world, today announced its expanded support
and awareness schedule for “Every Child Matters.” It is a league-wide initiative that brings
awareness to the forcible placement of Indigenous children in residential and boarding schools
by the Canadian and United States governments from the 19th century to as late as 1996 in

In the campaign’s second year, all 15 teams will participate in the program, which will run from
Week 9 (Jan. 23-29) through Week 11 (Feb. 6-12) of the 2022-2023 season. Then for the
remainder of the season, players will wear specially designed helmet decals supporting “Every
Child Matters.”

All 15 NLL teams will be involved, either as host or as a road participant, with a planned home
activity later in the season for some teams. Players will sport the NLL’s “Every Child Matters”
logo on a specially designed warmup shirt, along with the helmet decal. The league will also
produce audio and video messaging for broadcasts on TSN and ESPN. Additional content will be
incorporated into and league social channels, as well as into game presentations.
“Our continued work with Indigenous athletes and communities is a major priority for the
National Lacrosse League, and the ‘Every Child Matters’ education process and activations are
key components of that platform,” said NLL Commissioner Brett Frood. “This program presents
an opportunity to facilitate meaningful conversations about the atrocities perpetrated by the
residential and boarding school systems, continue the journey toward reconciliation, and honor
survivors and their families.”

The “Every Child Matters” initiative is a part of the league’s ever-growing participation and
awareness programs tied to Indigenous culture, which is at the core of the league’s values and
the history of the sport of lacrosse. The work includes educational programs for athletes,
coaches, staff and fans, land acknowledgment ceremonies, and charitable and social
responsibility programs to strengthen and enhance the ties between league stakeholders and
the Indigenous community.

Several NLL teams played games and conducted youth programs on Indigenous reservations
earlier this season, with Philadelphia facing off against Georgia on Nov. 26 at Tsha’ Thoñ’nhes
(Where They Play Ball) Arena at Onondaga Nation. Meanwhile, Las Vegas, San Diego and Halifax
played a mini tournament in Akwesasne at the A’nowara’ko:wa Arena (colloquially called the
Turtle Dome). This was the first of more in-person events ranging from clinics to other
happenings that are currently in the planning stages and will be announced later in the season.

For “Every Child Matters,” the league created a new logo for this season with designer Justin
Gilbert of Kuvua Designs. Justin was selected due to his work in support of Indigenous organizations and his connection to the cause, being born and raised on the Southern Ute Reservation.
The logo contains the silhouette of an Indigenous child wearing a ribbon shirt and holding a
wooden lacrosse trick, similarly used by players during the years the schools were established.
The text “Every Child Matters” appears next to the image with a heart and feather.

“In this logo I wanted to celebrate the culture we as Native Americans endured to keep. Since
there are so many tribes that were affected by residential schools, my goal was to represent all
Indigenous people who have been impacted” added Gilbert.

Fans will be able to purchase cotton shirts through the league’s online stores, and For every shirt sold, the NLL will donate the proceeds to the Gord Downie &
Chanie Wenjack Fund in Canada and The National Native American Boarding School Healing
Coalition in the United States.

“With support from third-party fundraisers like the National Lacrosse League, we are reaching
even more people throughout Canada, building cultural understanding, and creating a path toward reconciliation,” said Sarah Midanik, CEO and President of the Gord Downie & Chanie
Wenjack Fund. “Thank you for answering Gord’s call to ‘Do Something’ to improve relations
between Indigenous and non-Indigenous peoples.”

“We are grateful for the National Lacrosse League’s willingness to partner with us and use its
platform to bring awareness to the atrocities forced upon Indigenous children, families and
sovereign nations across Canada and the United States,” added Deborah Parker (Tulalip), CEO
of the National Native American Boarding School Healing Coalition. “As we continue to work
with boarding school survivors, educate the public, and advocate for policies that promote
truth, justice and healing, partnerships like this will make our work more impactful.“

About the National Lacrosse League

The National Lacrosse League (NLL) is North America’s premier professional lacrosse league.
Founded in 1986, the NLL ranks third in average attendance for pro indoor sports worldwide,
behind only the NHL and NBA. The League is comprised of 15 franchises across the United
States and Canada: Albany FireWolves, Buffalo Bandits, Calgary Roughnecks, Colorado
Mammoth, Georgia Swarm, Halifax Thunderbirds, Las Vegas Desert Dogs, New York Riptide,
Panther City Lacrosse Club (TX), Philadelphia Wings, Rochester Knighthawks, San Diego Seals,
Saskatchewan Rush, Toronto Rock, and Vancouver Warriors.

For more information, visit and find @NLL on Facebook, Instagram and Twitter. For
more information visit

About the Gord Downie & Chanie Wenjack Fund

The Gord Downie & Chanie Wenjack Fund (DWF) aims to build cultural understanding and
create a path toward reconciliation between Indigenous and non-Indigenous peoples. DWF
provides education on the true history of Indigenous Peoples in Canada and the lasting impact
of residential schools through their programming, partnerships and events that build
awareness, education, and connection between all peoples in Canada.

About The National Native American Board School Healing Coalition

The mission of the National Native American Boarding School Healing Coalition (NABS) is to lead
in the pursuit of understanding and addressing the ongoing trauma created by the United
States Indian boarding school policy. NABS’s work is centered around seeking truth, justice, and
healing for survivors and descendants of Indian boarding schools.

Media inquiries contact: Ryan Ireland (