The Los Angeles Lakers have begun soliciting bids for a new premium jersey patch partnership that will start with the 2026-27 NBA season, the team announced Tuesday.
The initiative ends the club’s relationship with Korean food company Bibigo, which has appeared on Lakers uniforms since 2021. According to the organization, the next sponsor will receive worldwide visibility through televised games distributed to more than 230 markets, as well as year-round exposure on highlights, social media and in-arena signage.
“The Lakers are one of the most recognizable brands in the world, synonymous with greatness, championships, style and legacy,” said Jill Snodgrass, the team’s vice president of corporate partnerships, in a written statement. “The elite identity of the Purple and Gold blends legendary history with dynamic newness, creating moments and experiences that are remembered forever.”
Beyond placement on all game and practice uniforms, the forthcoming agreement is expected to include opportunities for global activations, co-created storytelling, original content, game-night integrations and community initiatives.
The franchise cites a worldwide fan base in the hundreds of millions and a social media following of 89 million. Lakers legends such as Kareem Abdul-Jabbar, Magic Johnson, Kobe Bryant and Shaquille O’Neal—and current stars LeBron James and Luka Dončić—have helped build the team’s international profile.
The push for a new sponsorship comes under majority owner Mark Walter, who completed his purchase of the team earlier this year. Walter has installed longtime associate Lon Rosen, formerly of the Los Angeles Dodgers, as president of business operations.
Rosen said one priority is leveraging Dončić’s popularity. “He’s one of the most popular players in the world, and we want to jump on his shoulders and see what we can reach out there,” Rosen remarked.
Source: LakersNation.com
