Prior to the start of WaterBucket Media, Jim Jennings spent eight seasons as Commissioner of the National Lacrosse League. The Commissioner works to build consensus among the Board of Governors, ultimately making major decisions that shape the future of the NLL by running day to day operations of the entire league.

Since his appointment as Commissioner of the NLL in September of 2000, Jennings has led the transformation of the league from regional to national, with twelve teams covering the United States and Canada.  Jennings has solidified the league's member clubs by aligning them with the strategic ownership and operating partners that give each franchise the best chance to succeed. Some of the league's member clubs are now owned and/or operated by the National Hockey League and National Basketball Association teams in their respective markets, or the managing partners of the team's home arena including the Colorado Avalanche/Denver Nuggets. The quality of ownership and overall progress of the league has skyrocketed franchise values twenty-fold from their value prior to the year 2000, going from $250,000 to $5,000,000.