The Los Angeles Lakers announced they are opening up global sponsorship rights for their premium jersey patch partnership for the 2026-27 NBA season and beyond.
The move represents the next chapter for the storied franchise’s evolution, moving on from the Korean food company Bibigo, who was their jersey patch sponsor since 2021.
“The Lakers are one of the most recognizable brands in the world, synonymous with greatness, championships, style and legacy,” said Los Angeles Lakers Vice President of Corporate Partnerships Jill Snodgrass in a statement. “There’s no question the value of the Lakers starts on the court in the heart of Los Angeles and uniquely extends across culture and entertainment to reach people everywhere. The elite identity of the Purple and Gold blends legendary history with dynamic newness, creating moments and experiences that are remembered forever.”
This is a big opportunities for brands as the Lakers are one of the biggest global brands in all of sports. The Lakers’ jersey patch sponsorship combines high-visibility, premium brand placement and recurring, high-volume exposure with the team broadcasted in more than 230 markets around the world.
The logo would be featured across all on-court uniforms, as well as seen in-arena and throughout games, highlights and content year-round. Additional partner programming opportunities include global activations, co-created storytelling, original content, game night integration and community programming.
Some of the biggest stars in all of sports have worn the purple and gold over the years, including Kareem Abdul-Jabbar, Magic Johnson, Kobe Bryant and Shaquille O’Neal, as well as current superstars LeBron James and Luka Doncic. The team has hundreds of millions of fans worldwide and 89 million social media followers.
Under new majority owner Mark Walter, the organization is clearly looking to capitalize on more business and marketing opportunities, much like he has done in recent years with the L.A. Dodgers.
Lakers looking to expand global reach of Luka Doncic
In order to help make that happen, Walter has brought over Lon Rosen from the Dodgers to be the Lakers’ president of business operations. And one thing he is looking forward to in his new role is expanding the global reach of Doncic.
“Sitting in my Dodger seat?” Rosen recently said. “I only dream that we would have the reach that the Lakers have. Let’s face it, having Luka Doncic doesn’t hurt at all. I mean, he’s one of the most popular players in the world, and we want to, obviously, you know, jump on his shoulders and see what we can reach out there. I mean, that’s a really unique player. His global reach is everywhere.”
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