Lakers Seek New Jersey Patch Sponsor After Bibigo Deal Ends

The iconic NBA franchise is inviting bids for a "category-defining" sponsorship starting in 2026-27 season.

Mar. 19, 2026 at 12:59am

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The Los Angeles Lakers have formally opened the bidding process for a new jersey patch sponsor beginning with the 2026–27 NBA season and beyond. The move signals the end of their current five-year agreement with Bibigo that began in 2021 and was worth over $100 million.

Why it matters

The Lakers jersey patch sponsorship is one of the most valuable and high-profile deals in the NBA, with the team's global brand and massive fanbase making it an attractive proposition for potential partners. The new sponsor will gain prominent exposure across Lakers games, merchandise, and marketing.

The details

The Lakers released a press statement inviting bids for what was described as a "category-defining sponsorship." The franchise cited its broadcast presence in over 230 markets, hundreds of millions of global fans, and approximately 89 million social media followers as key assets. The upcoming bidding process can also be expected to include the South Bay Lakers (G League) and the franchise's esports division.

  • The Lakers' current deal with Bibigo began in 2021 and is set to expire after the 2026-27 season.
  • The Lakers have formally opened the bidding process for a new jersey patch sponsor starting from the 2026-27 season.

The players

Los Angeles Lakers

An iconic NBA franchise based in Los Angeles, California, known for their storied history, championship pedigree, and global fanbase.

Bibigo

A South Korean food company that became the Lakers' jersey patch sponsor in 2021, marking the first time a South Korean company secured an NBA jersey patch deal.

Jim Snodgrass

The vice president of corporate partnerships for the Los Angeles Lakers.

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What they’re saying

“The Lakers are one of the most recognizable brands in the world, synonymous with greatness, championships, style and legacy. There's no question the value of the Lakers starts on the court in the heart of Los Angeles and uniquely extends across culture and entertainment to reach people everywhere. The elite identity of the Purple and Gold blends legendary history with dynamic newness, creating moments and experiences that are remembered forever.”

— Jim Snodgrass, Vice President of Corporate Partnerships, Los Angeles Lakers

What’s next

The Lakers will evaluate bids from potential sponsors and announce a new jersey patch deal ahead of the 2026-27 NBA season.

The takeaway

The Lakers' jersey patch sponsorship is one of the most valuable and high-profile deals in the NBA, and the franchise's global reach and storied history make it an attractive proposition for potential partners. The upcoming bidding process will likely generate significant interest as the Lakers look to secure a new sponsor to replace Bibigo.