With the Lakers jersey patch position becoming available, the team set the strategic objective to use this marquee asset to grow their partner portfolio internationally and enter new sponsorship categories. The team’s jersey patch position is an opportunity for a brand to assume a premier position with one of the world’s most transcendent sports franchises. It also coincided with the league granting teams more international marketing rights, which increased the possibility for a brand from outside the U.S. filling this exclusive sponsor position.
SPORTFIVE leveraged its extensive global sales network to secure the Lakers’ first international partnership with Korean cuisine brand Bibigo. It was a collaborative effort between the SPORTFIVE sales teams in the US, UK, and Singapore to bring together the Lakers and Bibigo in a multiyear global marketing partnership.
With this combined effort, the Lakers and Bibigo are working together to raise their global profile even more.
The multiyear global marketing partnership includes the Bibigo logo on the Lakers jerseys beginning with the 2021-22 season. The Bibigo patch also appears on the jerseys of South Bay Lakers NBA G-League team and the Lakers’ 2K gaming team.
The partnership also includes a large-scale integrated marketing program, including courtside branding at Lakers home games and fan-focused social and digital campaigns. There are also various community initiatives throughout greater Los Angeles.
“We are proud to have joined with the Lakers in finding a strong new partner in Bibigo, which is a great fit.”
Carl Woodman, President Global Sales at SPORTFIVE
“To bring together one of the world’s most iconic sports franchises with a dynamic global brand with a distinct international flavor is an exciting accomplishment,” said Carl Woodman, President of Global Sales at SPORTFIVE. “We are proud to have joined with the Lakers in finding a strong new partner in Bibigo, which is a great fit for this opportunity, the Lakers brand, and the passionate global audience that follow the team’s every move.”