The Los Angeles Lakers announced a multiyear partnership with Daiso, creating a first-of-its-kind agreement that will connect the Japanese retailer with the iconic Laker Girls dance team.
As part of this new partnership, the Daiso logo will be included on the Laker Girls uniform during select regular season games, which is the first time a branded patch will featured on their uniform. Daiso will be the presenting sponsor of Laker Girls auditions with logo and content integrations throughout the audition process and will also be highlighted at Junior Lakers Dancers clinics and programming.
“We are thrilled to welcome Daiso to the Los Angeles Lakers family with an innovative partnership that connects the retailer to the Laker Girls,” said Los Angeles Lakers President of Business Operations Lon Rosen in a statement. “Recognized as the premier sports entertainment team, the Laker Girls have both a global and local appeal that connects Daiso to one of the most influential and memorable elements of the Lakers gameday experience.”
The Laker Girls were the NBA’s first dance team created by Dr. Jerry Buss in 1979 and remain the most famous globally. They have performed across Asia, Europe and Australia, representing the Lakers brand across the world.
“Daiso aims to be a global lifestyle infrastructure that enriches lives around the world. We are incredibly honored to partner with the Los Angeles Lakers and the Laker Girls,” said Daiso Board Member Taku Suzuki in a statement. “By connecting with the Lakers’ passionate international fanbase, we look forward to delivering ‘DANZEN’ — our commitment to being the ‘absolute best’ and exceeding expectations — to communities everywhere.”
Per the press release, Daiso is a global retail chain founded in Japan with approximately 6,000 stores worldwide. Known for its wide selection of high-quality, unique and affordable products across household goods, stationery, beauty and more.
At the core of the brand is “DANZEN,” a corporate philosophy meaning to be the “absolute best.” It represents Daiso’s dedication to creating products and services from the customers’ perspective that exceed expectations and bring joy, wonder, and peace of mind.
Lon Rosen bringing practices from Dodgers to Lakers
The L.A. Dodgers also have a partnership with Daiso, so it is not surprising to see the Lakers get in the mix with Mark Walter as their majority owner and Rosen running their business operations.
When Rosen was hired, it was reported that he planned to bring the best practices from the Dodgers over to the Lakers, and he appears to be doing exactly that.
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