Robert Kraft’s Enduring Play in PLL: Valuation, Media Rights & Growth Risks

The primary article indicates that Robert Kraft is among the investors in a recent financing for the Premier Lacrosse League. While the exact amount of his commitment isn’t disclosed in that article, corroborating sources show that the PLL closed a corporate minority financing round on June 25, 2025, led by ESPN, raising approximately $63.67 million and valuing the league at about $385.43 million post-money. [3] [2]

The PLL’s investor roster already included high-profile names by 2021: The Kraft Group was a lead investor in the Series C funding round alongside Arctos Sports Partners and Joe Tsai Sports. At that time, the league raised $15 million, bringing valuation then to ~$155 million. [3] [5]

ESPN’s recent acquisition of a ~3% stake, embedded within its five-year deal starting in 2026 to broadcast all PLL and Women’s Lacrosse League (WLL) content, not only secures distribution channels, but also positions ESPN as both a media partner and a shareholder. [3] [6] This signals a strategic alignment of media monetization with broader viewership growth metrics: since 2019, paid ticket revenue is up 149%, attendance up 13%, sponsorship dollars more than 100%. [3]

From Kraft’s perspective, holding equity in PLL provides exposure to a fast-moving sports asset with scalable media rights and branding potential. His stake, while not quantified recently, comes from his participation in earlier rounds, which implies he either maintains pro rata or has accepted dilution. [3] [5]

Strategically, PLL’s expansion into the WLL, improved media rights deals, and solid performance metrics make the league an emerging midsize sports property. However, risks include sustainable revenue generation (especially for new women’s league), maintaining audience momentum, and navigating further dilution if future capital raises are needed. Additionally, comparison with valuations of similar entities—ESPN’s stake comes with a valuation of $385 million, whereas other emerging leagues may trade at different multiples—raises questions about the adequacy of current valuation baselines.

Open questions:

• What percentage of PLL does Kraft currently own, and how much has his ownership diluted post-ESPN round?
• How will PLL scale revenue to justify valuation growth—media rights, sponsorship, events, merch?
• What are the cost and return profile for the WLL, and how does it feed into the overall league model?
• Will PLL seek franchise sales or external expansion capital, and under what terms?
• How does the $385 million valuation compare with similar emerging/sports media combined businesses?