Lakers Announce Global Marketing Partnership With Bibigo, Replacing Wish As Jersey Sponsor

The Los Angeles Lakers announced a multi-year global marketing partnership with Bibigo. This Lakers Jersey sponsor will replace Wish as the patch on jerseys.

The New Lakers Uniform Sponsor

Bibigo is the top food company in Korea and will become the new jersey patch for the Lakers. This is replacing Wish, which was the only company to ever have a patch on Lakers jerseys.

The global marketing partnership establishes Bibigo as the Lakers’ first international partner ever. In addition to the jersey patch, the partnership also includes a large-scale integrated marketing program, including courtside branding and social and digital fan focused campaigns. This Lakers sponsor will have a major impact on the future of the team and franchise.

The Lakers and Bibigo will also collaborate on various community initiatives within the greater L.A. area, including the organization’s new “In the Paint” fine art program.

On Monday night, the team hosted an event at their practice facility to announce the Lakers new patch sponsor with Jeanie Buss, Rob Pelinka, Frank Vogel and Tim Harris on hand. Sun-Ho Lee, the Bibigo head of global business planning, and Woojho Kyeong, CMO of CJ CheilJedang, were also in attendance and spoke.

We were on hand for the unveiling of the new partnership and the new Lakers jersey:

BREAKING: #Lakers have a new global marketing partnership with Bibigo, a Korean food company, and it will replace Wish on their jerseys this year. pic.twitter.com/ag0HP1TJWA

Getting to Know Bibigo: The Lakers’ New Sponsor

Bibigo was founded in 2010 and the brand includes a full assortment of snacks and appetizers as well as Korean cuisine. By forming this sponsorship, the Lakers global awareness becomes greater. 

“This partnership is a connection of two ‘global culture icons’ of food and sports, and it is an important opportunity for Bibigo to emerge as a global food brand,” Wookho Kyeong said. “We look forward to the opportunities to communicate with consumers and increase the value of the brand through a global common language, sports and the Lakers.”

The Lakers new jersey sponsor is excited to see how well this move benefits both ends of the partnership.

“The Lakers are thrilled for the opportunity to partner with Bibigo as our first ever global marketing partner,” Harris said. “As Korea’s leading food brand, Bibigo is always looking for opportunities to innovate and expand their brand, and the Lakers are excited to help them to not only expand their global recognition, but to provide the opportunity to reach new fans.”

Fans can expect tosee the new Lakers sponsor jersey with the Bibigo patch when they host the Brooklyn Nets in their first preseason game. This unveiling will take place on Oct. 3 at Staples Center.

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