The Los Angeles Lakers have formally opened the bidding process for a new jersey patch sponsor for the 2026-27 NBA season and beyond. This marks the end of their existing five-year agreement with Bibigo, which began in 2021 and was valued at more than $100 million.
According to a post on X by Arash Markazi of The Sporting Tribune, the franchise issued a press release announcing what was described as a category-defining sponsorship.
“The Lakers are one of the most recognizable brands in the world, synonymous with greatness, championships, style and legacy. There is no doubt that the Lakers’ value starts on the court in the heart of Los Angeles and extends across culture and entertainment to reach people everywhere. The Purple and Gold’s distinctive identity combines legendary history with dynamic innovation, creating moments and experiences that are forever remembered,” Jim Snodgrass, Lakers’ vice president of corporate partnerships, said in a release. Said through.
The Lakers have only had two jersey patch sponsors since the program’s inception. His first deal with Wish (2017-2021) was worth around $12-14 million annually. However, the Bibigo partnership extended beyond the NBA and included branding across the South Bay Lakers (G League) and the franchise’s eSports division, unlike the agreement with Wish. The upcoming bidding process is also expected to include the South Bay Lakers and other LA affiliates.
The release explicitly states that the move represents the “next chapter” of the franchise’s evolution, citing its broadcast presence in more than 230 markets, hundreds of millions of global fans, and approximately 89 million social media followers. It cited legendary players like Kareem Abdul-Jabbar, Magic Johnson and Kobe Bryant, as well as current stars like LeBron James and Luka Doncic.
The outgoing Bibigo deal was also historically significant. It was the first South Korean company to secure an NBA jersey patch and was intended to expand the Lakers’ footprint in Asian markets.
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