The Los Angeles Lakers and Korean food company Bibigo announced a multi-year partnership on Monday that will see the brand appear on the team’s jerseys from the 2021-22 season.
It is the Lakers’ first international partner. The team will include Bibigo in branding, social media campaigns and digital fan campaigns.
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“This partnership is a connection between two ‘icons of global culture’ of food and sport, and it is a significant opportunity for Bibigo to emerge as a global food brand,” said CJ Corporation Marketing Director. Wookho Kyeong in a press release. “We look forward to opportunities to connect with consumers and increase brand value through a common global language, sport and the Lakers.”
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Bibigo, founded in 2010, is a global strategic brand of CJ CheilJedang. Bibigo and the Lakers will also collaborate with community initiatives in Southern California.
“The Lakers are delighted to have the opportunity to partner with Bibigo as the world’s premier marketing partner,” Lakers president of business operations Tim Harris said in a statement. “As a leading food brand in Korea, 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 provide the opportunity to reach new fans. “
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The Lakers will first present the patch in their next preseason game on October 3. The Bibigo patch will also be featured on the South Bay Lakers G-League squad and the Lakers 2K gaming squad.