NBA outfit, LA Lakers, announced its community and marketing agreement with a Korean food company Bibigo, which establishes the team’s first international partnership.
The 5-year collaboration, helped by Sportfive agency, promises to launch several community benefits in Los Angeles and outside the United States, with basketball court renovations and “local community efforts.”
Tim harris, president of business operations at Lakers, commented, “Bibigo is always on the lookout for opportunities to innovate and grow its brand, and the Lakers are excited to help them not only expand their global recognition, but also deliver the opportunity to reach new fans.
Additionally, the collaboration is expected to launch community initiatives in the greater Los Angeles area, including the Lakers ‘In the Paint’ art program, showcasing the work of BIPOC artists and the Lakers Global Mural series campaign highlighting featured Lakers murals around the world.
Wookho kyeong, Marketing Director of CJ CheilJedang (Bibigo), said: “This partnership is a connection between two ‘icons of global culture’ of food and sport, and it is an important opportunity for Bibigo to emerge as as global food brand. “
The company will gain brand recognition as the partnership sees a patch sewn into the Lakers jersey on the front left shoulder with the Bibigo logo. The team will wear the jersey for the first time in the Lakers’ first preseason game against the Brooklyn Nets on October 3 at Staples Center.
“We look forward to opportunities to connect with consumers and increase brand value through a common global language, sports and the Lakers,” Kyeong added.
The deal adds to the list of Lakers’ sponsors including Nike, Lexus and UCLA Health to name a few. Its partnership with UCLA Health saw another offer of community benefits as the team donated newborns and families last month, in honor of Kobe bryant.