The Los Angeles Lakers announced on Mar. 19 that they are opening global sponsorship rights for their premium jersey patch partnership starting with the 2026-27 National Basketball Association season and beyond.
This move marks a significant shift for the franchise, as it ends its previous agreement with Korean food company Bibigo, which had served as the team’s jersey patch sponsor since 2021. The decision opens up opportunities for brands to gain high-visibility placement with one of the most recognized teams in sports.
Jill Snodgrass, Los Angeles Lakers Vice President of Corporate Partnerships, said, “The Lakers are one of the most recognizable brands in the world, synonymous with greatness, championships, style and legacy. 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.”
The team highlighted that its jersey patch sponsorship offers recurring exposure through broadcasts in more than 230 markets worldwide. The logo will appear on all on-court uniforms and be visible during games, highlights, and other content throughout the year. Additional opportunities include global activations, co-created storytelling, original content production, game night integration, and community programming.
Under new majority owner Mark Walter, who has brought over Lon Rosen from the Los Angeles Dodgers to serve as president of business operations, there is a focus on expanding business opportunities. Rosen said he looks forward to increasing the global reach of current superstar Luka Doncic: “Sitting in my Dodger seat? 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.”
With hundreds of millions of fans worldwide and a strong social media presence totaling 89 million followers, observers expect significant interest from potential sponsors seeking association with both an iconic brand and its star athletes.
