The National Lacrosse League (NLL) today announced a new, multi-year partnership with AXIA Time as the “Official Timepiece of the NLL” and the presenting partner of the upcoming 2024 NLL Finals presented by AXIA Time that starts this Friday between the defending NLL champion Buffalo Bandits and the Albany FireWolves.

AXIA (pronounced ahx-EE-ah) Time creates heirloom-quality timepiece to commemorate life’s biggest moments. AXIA has been rapidly expanding its portfolio of partners and events.  Notable recent projects include ultra-custom timepiece for the University of Michigan’s college football national championship and the University of Connecticut’s men’s basketball back-to-back national championship. Last week, AXIA Time unveiled its new collaboration with Zach Edey, Purdue University, and the Naismith Awards – commemorating Edey’s back-to-back Player of the Year honors. 

“Storytelling is vital to the NLL as we advance towards our goal of becoming ‘The Next Major League’ in North America,” said Kurt Hunzeker, NLL Executive Vice President, Commercial Operations. “The biggest and best story of any NLL season centers on celebrating championship teams, and AXIA Time specializes in celebrating life’s biggest achievements and memorializing them in remarkable timepieces that tell so much more than time.”

“We wanted to create a premium item that players, coaches, and fans would appreciate and want to wear to remind them of one of the best times in their lives, and AXIA Time is the perfect partner to bring our vision to life,” Hunzeker said.

“As a life-long lacrosse person, it’s an honor to be partnering with the NLL to create ultra-custom, heirloom-quality timepieces for their fans, players, and partners,” said John Kanaras, AXIA Time founder. “The NLL is making great progress toward creating the next major sports league, and that aligns with our vision to make AXIA Time the next great watch brand in the U.S.”

The 2024 NLL Finals presented by AXIA Time begin Friday, May 17, 7 p.m. ET at MVP Arena in Albany before the series shifts to Buffalo’s KeyBank Center on Saturday, May 18 at 7:30 p.m. ET.

All 2024 NLL Finals presented by AXIA Time games will be televised live on TSN and on the TSN+ streaming service in Canada, and available live via ESPN+ in the U.S.