Rahul SahaThis article contains information about the organisations serving as official sponsors and partners to National Basketball Association (NBA) franchise Los Angeles Lakers during the 2023/24 season.
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American Express
American Express, a New York-headquartered American multinational financial services corporation, has been working with the Lakers and the NBA since 1995 and is the official card of the franchise.
Amex gives its users special offers and discounts at Crypto.com Arena, the Lakers’ home, during all their games as well as other major sporting and entertainment events.
bibigo
Through an official announcement in September 2021, the Lakers declared bibigo, a Korean restaurant chain, as their official jersey patch partner.
bibigo has since featured on the team uniform on the player’s left chest and has served as the Lakers’ first global marketing partner.
The agreement, which began in the 2021/22 season, comprises a significant integrated marketing programme, courtside branding (basic courtside apron and rotating LED signs) at Crypto.com Arena, and social and digital fan promotions, among other elements.
The Lakers’ “In the Paint” fine art programme, which included unique works by BIPOC (Black, Indigenous, and people of colour) artists, and the “Lakers Global Mural” series campaign, which exhibited Lakers mural artwork around the world, are just two examples of the community efforts on which the two businesses have worked together.
Jacob Emrani
Jacob Emrani, an injury lawyer, and his famed moniker CallJacob.com partnered with the Lakers in October 2019.
The multi-year agreement includes in-arena fan engagement and social activation, with Emrani sponsoring a “Call Jacob Selfie Race” video feature, where lucky fans get to submit their selfie to be featured in the race on the video board and win cash prizes.
Chevron
Chevron, an American multinational energy corporation that specialises in oil and gas, became one of the corporate partners of the Lakers ahead of the 2023/24 NBA season.
Cincoro
Cincoro, a New York-based tequila brand, was announced as an official sponsor of the Lakers in November 2019.
As per the deal, the Lakers collaborate with Cincoro to drive brand awareness in the Southern California market through in-arena signage at games in addition to various hospitality events.
Comerica Bank
Dallas-based banking company Comerica has been a long-time partner of the LA Lakers, having first tied up with the team in 1992.
In 2002, Comerica was announced as the club’s Official Banking Partner.
Comerica and the Lakers announced in March 2021 the launch of the “Math Hoops” community activity with the aim of making learning enjoyable for all students. The programme uses hoops to teach social-emotional skills and fundamental mathematics to elementary-school students. Students and teachers compete in “NBA Math Hoops” games as they work through a ten-lesson curriculum using NBA stats.
Delta Airline
The Atlanta, Georgia–headquartered airline company has been the official airline of the LA Lakers since 2011 and last signed a long-term contract extension with them in October 2019.
With the deal extension, Delta and the Lakers launched the “Showtime Seat Exchange” game-seat-for-plane-seat trade-in opportunity for ticket-holders who could not attend four specific home contests in the 2019/20 season.
DWS
German investment group DWS announced in October 2021 its sponsorship deal with the Lakers, becoming in the process their official global investment sponsor.
The sponsorship includes advertising, prominent placement of the DWS logo at Lakers home games inside Crypto.com Arena, and content partnership, including engagement on social media channels.
East West Bank
East West Bank was first announced as an official Lakers sponsor in November 2007 in a one-year deal, which has since been renewed multiple times by the two parties.
The California-based bank first invested in the “Tip-Off” promotion to gain both in-arena and on-air exposure with the Lakers.
ExtraMile
ExtraMile, an American convenience store chain owned by Chevron, became an official sponsor of the LA Lakers ahead of the 2023/24 NBA season.
Fifth Third Bank
In February 2021, the Lakers announced the expansion of their existing sponsorship deal with Ohio-based Fifth Third Bank.
With the agreement, Fifth Third Bank became the official presenting sponsor of the Lakers’ “Student & Educator of the Month” programme, which is a monthly series during the NBA regular season in which the Lakers honour local students, teachers, and administrators for their academic and extracurricular achievements.
G.O.A.T. Fuel
A 2019-founded sports drink brand, G.O.A.T. Fuel became the official energy drink of the Lakers in November 2021.
In addition to retail sweepstakes promotions and in-arena corner board LED signage at Crypto.com Arena, the multi-channel sponsorship sees G.O.A.T. Fuel branding feature across the Lakers’ digital environment via social media and website integration as well as exposure on the official Lakers app.
Hennessy
Hennessy acts as an official sponsor of the Lakers in addition to its existing deal with the NBA and the WNBA, signed in February 2021.
Jack In The Box
American quick-service restaurant Jack In The Box became an official sponsor of the Lakers during the 2006/07 NBA season.
The “Taco Tuesday” promotion, which gives Jack In The Box Laker fans special discounts every Tuesday, is the most well-known joint marketing effort the two parties have worked on.
Lexus
The Japanese luxury vehicle company is also an official sponsor of the Lakers.
Lexus has in the past included Lakers players for various promotional videos with its chef partners Jon Shook and Vinny Dotolo.
MGM Resorts
MGM Resorts International, a global hospitality company, became the official partner of the LA Lakers with its 2018 collaboration with the NBA and WNBA as their official gaming partner.
Michelob Ultra
Michelob Ultra, a light beer brand owned by Anheuser-Busch, became the first-ever global beer partner of the NBA in June 2023.
As part of the deal, Michelob Ultra acts the official beer partner of 25 NBA teams, including the Lakers, thus connecting with their respective fanbases in the US.
Moderna
Moderna, a pharmaceutical and biotechnology company, is also an official partner of the LA Lakers for the 2023/24 NBA season.
Moët & Chandon
Moët & Chandon, a global champagne brand, became the official champagne of the Lakers and the NBA in June 2021.
Through a promotional commercial, the company introduced its “Greatness Under Pressure” campaign, bringing together notable partners in ten-time NBA All-Star Carmelo Anthony, four-time WNBA champion Sue Bird, renowned jeweller Jason of Beverly Hills, and fashion designer Don C.
New Amsterdam Vodka
Vodka and gin brand New Amsterdam Vodka inked a deal with the Lakers in 2019, which saw it become an Official Partner of the team.
Along with digital promotional and fan engagement activities, the vodka brand has also gone on to launch the “Los Angeles Lakers Flag X New Amsterdam” vodka in accordance with its Lakers agreement.
Nike
As the Lakers’ official kit sponsor, Nike enjoys a prominent presence on the team’s playing jerseys thanks to the NBA’s decision to allow shirt branding since the 2013/14 season.
Pechanga
The Lakers and their local rivals, the LA Clippers, are both sponsored by Pechanga Resorts.
The “Hoops for Troops” programme was established in 2015 by the Lakers and Pechanga Resort Casino to pay tribute to the US military personnel via clinics, where Southern California veterans are invited to play on the Lakers’ home court at Crypto.com Arena, learn shooting, passing and ball-handling strategies from the Lakers, and engage in some light competition.
Pepsi
Pepsi is the official non-alcoholic beverage of the Lakers. PepsiCo has also been sponsoring the franchise’s star LeBron James since 2021.
Sixt
Sixt, an international mobility service provider, signed a three-year partnership agreement with the Lakers in October 2023, which marked its first venture into the world of US sports sponsorship.
TicketExchange by Ticketmaster
TicketExchange by Ticketmaster is the Official Resale Marketplace of the Lakers, thus holding the rights to buy and sell official tickets to their games and events.
Toyota
Japanese multinational automotive manufacturer Toyota is also a corporate sponsor of the Lakers.
UCLA Health
In September 2016, the Lakers and UCLA Health, the healthcare branch of the University of California, struck a deal that gave UCLA Health exclusive naming rights to the team’s practice facility. The annual value of the transaction reportedly is around US$4 million.
Additionally, the Lakers and UCLA Health collaborate on community, educational, and research projects related to injury prevention and athletic performance.
Wingstop
A Texas-based fast-food restaurant chain, Wingstop signed a sponsorship agreement with the Lakers in November 2010. The long-term deal made Wingstop the official wings of the Lakers.
As per the deal, Wingstop has exclusive naming and logo rights for advertising and enjoys a branding presence on the Lakers’ website as well as at Crypto.com Arena.
