The Los Angeles Lakers are a professional basketball team from Los Angeles, California. They compete in the National Basketball Association (NBA) as a Western Conference Pacific Division member.
Under LeBron James’ leadership, the Lakers are competing in the 2022–23 NBA season with Darvin Ham as their newly appointed head coach.
The Lakers, one of the NBA’s most prosperous teams, have established themselves as a fan and brand favourite over the years. Following are their sponsors and partners:
Also Read – NBA Sponsors 2022-23
Staples Center, home for the NBA games of the LA Lakers and the LA Clippers, struck a naming rights deal with cryptocurrency platform Crypto.com in November 2021.
As per the deal, Staples Center was officially renamed as Crypto.com Arena on December 25, 2021.
The deal is reportedly worth US$700 million and is part of a 20-year agreement. A new logo was also unveiled on Christmas Day 2021.
Through an official announcement in September 2021, the Lakers declared bibigo, a Korean restaurant chain, as their official jersey patch partner. bibigo joined the team uniform on the player’s left chest and the Lakers organisation as their 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) and social and digital fan promotions among other elements.
The Lakers “In the Paint” fine art programme, which included unique works by BIPOC 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.
As the LA Lakers’ official kit sponsor, Nike has a prominent presence on the team’s playing jerseys thanks to the NBA’s decision to allow shirt branding since the 2013–14 season.
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 during all Lakers games as well as other major sporting and entertainment events.
Beyond Meat, a plant-based meat products brand, signed a sponsorship deal with the Lakers in November 2019, becoming their Official Plant-based Meat partner.
As part of its Go Beyond campaign, Beyond Meat collaborates with the team to engage ardent sports fans nationwide. As the Lakers’ Official Plant-based Meat partner, Beyond Meat works with the team to produce and distribute content, increase consumer engagement, and provide special chances to introduce fans to the flavour and advantages of plant-based meat.
The Lakers and BioSteel, a sports nutrition brand, announced in August 2021 a multi-year partnership, making BioSteel the official sports drink of the Lakers.
The agreement entails incorporation of the BioSteel brand into Lakers bench setups, locker room displays and in-arena signage, as well as making BioSteel Sports Drink available on the Lakers’ team bench.
The Lakers partnered with American AB InBev beer brand Budweiser in 2019 to release co-branded collectors’ edition beer cans.
The Lakers later also released unique merchandise, such as Budweiser x Mitchell & Ness Los Angeles Lakers, in 2021.
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 “Math Hoops”, a community activity whose goal is to make learning enjoyable for all students.
The “Math Hoops” 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 player statistics.
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 a “Showtime Seat Exchange”, a charitable 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, a German investment group, announced in October 2021 its sponsorship deal with the Los Angeles Lakers, becoming the official global investment sponsor of the NBA team.
A 2019-founded sports drink, G.O.A.T. Fuel became the official energy drink of the Los Angeles Lakers in November 2021.
In addition to retail sweepstakes promotions and in-arena corner board LED signage, the multi-channel sponsorship sees G.O.A.T. Fuel active across the Lakers’ digital environment via social media and website integration and exposure on the Lakers mobile app.
Moët & Chandon, a global champagne brand, became the official champagne of the Los Angeles 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.
Pepsi is the official non-alcoholic beverage of the Los Angeles Lakers. PepsiCo has also been sponsoring the franchise star LeBron James after replacing rival brand Coca-Cola in 2021.
Socios.com, a global blockchain provider, joined the Lakers family in the 2021-22 season as an official sponsor. Socios.com works together with the Lakers to create engagement opportunities for the fans via social media-based interactions.
TicketExchange by Ticketmaster is the Official Resale Marketplace of the LA Lakers, holding the rights to buy and sell official tickets to their games and events.
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.
The Lakers were one of the 15 NBA clubs that reached an agreement with Verizon in May 2021. As part of the multi-year relationship, Verizon is the Lakers’ official 5G partner, providing 5G signals at their stadium.
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 LA Lakers.
Wingstop has exclusive naming and logo rights for advertising and enjoys a branding presence on the Lakers’ website and Crypto.com Arena.
The German sportswear and sports equipment giant is a corporate sponsor of the LA Lakers through a historic deal which dates back to 1948, when the Lakers were based in Minneapolis.
Global gaming console company Xbox is also an official sponsor of the LA Lakers and produces a number of Laker-themed consoles and gaming peripherals.
Xbox and NBA All-Star and Lakers player Dwight Howard collaborated on a philanthropic effort in Los Angeles in 2022.
Vodka and gin brand New Amsterdam Vodka inked a deal with the Lakers in 2019, which saw it become an Official Partner of the Lakers. Along with digital promotional and fan engagement activities, the vodka brand launched Los Angeles Lakers Flag X New Amsterdam Vodka for US$100.
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 those who serve and give their lives to the country. Throughout these clinics, US military personnel from Southern California 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.
Hennesy also acts as an official sponsor of the Lakers in addition to its existing deal with the NBA and the WNBA.
Hulu, a 2007-founded streaming service, is also an official sponsor of the Lakers. With the partnership, Hulu released a ten-episode documentary called Legacy: The True Story of the LA Lakers, the first episode of which was aired on August 15, 2022.
American quick-service restaurant Jack In The Box is also an official sponsor of the Lakers. The “Taco Tuesday” promotion, which gives Jack In The Box Laker fans special discounts every Tuesday, is the most well-known joint marketing effort between the two parties.
The Japanese luxury vehicle company is also an official sponsor of the Lakers. Lexus has been including Lakers players for various promotional videos with its chef partners Jon Shook and Vinny Dotolo.
MGM Resorts International, a global hospitality company, became the official partner of the LA Lakers with its 2018 collaboration with the NBA and the WNBA as the official gaming partner.
East West Bank was first announced as the official sponsor of the Lakers in November 2007 in a one-year deal, which has since been renewed multiple times by both organisations.
The California-based bank first invested in the “Tip-Off” promotion to gain both in-arena and on-air exposure with the Los Angeles Lakers.
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 team’s 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.
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.
Cincoro, a New York-based tequila brand, was announced as an official sponsor of the Lakers in November 2019. As per the deal, the team collaborates with Cincoro to drive brand awareness in the Southern California market through in-arena signage at games in addition to various hospitality events.
Japanese multinational automotive manufacturer Toyota is a corporate sponsor of the Los Angeles Lakers.
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