The NBA outfit, LA Lakers, has announced its community and marketing deal with Korean food company Bibigo, which establishes the team’s first international partnership.
The 5-year collaboration, assisted by Sportfive agency, promises the launch of several community benefits within Los Angeles and outside of the US, with basketball court refurbishment projects and ‘local community efforts’.
Tim Harris, President of Business Operations at Lakers, commented: “Bibigo is always looking for opportunities to innovate and expand their brand, and the Lakers are excited to help them to not only expand global recognition, but to provide the opportunity to reach new fans.”
Additionally, the collaboration is said to commence community initiatives around the greater Los Angeles area including the Lakers ‘In the Paint’ fine art program- showcasing the works of BIPOC artists and the Lakers Global Mural series campaign featuring Lakers mural artwork globally.
Wookho Kyeong, CMO of CJ CheilJedang (Bibigo), noted: “This partnership is a connection of two ‘global culture icons’ of food and sports, and it is an important opportunity for Bibigo to emerge as a global food brand.”
The enterprise will gain brand recognition as the partnership sees a patch stitched into the Lakers jersey on the front left shoulder with the Bibigo logo. The team will wear the jersey for the first time during the Lakers first preseason game against Brooklyn Nets on October 3 at Staples Center.
“We look forward to the opportunities to communicate with consumers and increase the value of the brand through a global common language, sports and the Lakers,” Kyeong added.
The agreement adds to the Lakers’ list of sponsors including Nike, Lexus and UCLA Health to name a few. Its partnership with UCLA Health saw a further community benefit bid as the team gifted newborns and families last month, in honour of Kobe Bryant.