The Los Angeles Lakers are on the lookout for a new jersey patch sponsor.
The bidding process has formally opened, with the new sponsor’s tenure set to begin in the 2026–27 NBA season. This signals the conclusion of their current five-year agreement with Bibigo, a deal valued at over $100 million that commenced in 2021.
Bidding Open for New Lakers Sponsor
A press release from the franchise has invited bids for what is being described as a category-defining sponsorship. Jim Snodgrass, the Lakers’ vice president of corporate partnerships, highlighted the team’s global recognition and legacy. He stated that the Lakers’ brand extends beyond the court, reaching people across culture and entertainment.
Snodgrass added that the Lakers’ identity blends history with newness, creating memorable moments and experiences.
The End of the Bibigo Era
The Lakers have had only two jersey patch sponsors since the programme’s inception. The first was with Wish, from 2017 to 2021, valued at approximately $12–14 million annually. The Bibigo partnership, however, extended beyond the NBA, including branding across the South Bay Lakers (G League) and the franchise’s esports division.
The upcoming bidding process is expected to include the South Bay Lakers and other LA affiliates. The release explicitly stated that the move represents the “next chapter” of the franchise’s evolution, citing its broadcast presence in over 230 markets, hundreds of millions of global fans, and approximately 89 million social media followers.
Looking to the Future
The release referenced legendary players such as Kareem Abdul-Jabbar, Magic Johnson, and Kobe Bryant, alongside current stars in LeBron James and Luka Doncic. The outgoing Bibigo deal was historically significant, marking the first South Korean company to secure an NBA jersey patch.
The deal aimed to expand the Lakers’ footprint in Asian markets.
The Lakers’ search for a new jersey patch sponsor marks a new phase for the franchise, building on its global reach and legacy.