LeBron James, Los Angeles Lakers. (Photo by Christian Petersen/Getty Images)
The Los Angeles Lakers jerseys will now feature a Bibigo patch as part of a new sponsorship deal.
On Monday, the Los Angeles Lakers announced a marketing partnership with Bibigo that will include the Bibigo logo on the left shoulder of their jerseys, replacing Wish, for the 2021-22 season and beyond.
So…what is Bibigo?
The short answer: Korea’s largest food brand.
The Los Angeles Lakers and Korean food company Bibigo are new marketing partners
More specifically, Bibigo is a Korean brand owned by the conglomerate CJ CheilJedang. According to their website, Bibigo “takes 5,000 years of delicious Korean food history and updates it for today’s modern lifestyles.” Their goal is to globalize the consumption of Korean food products.
In a statement to Lakers fans, the CMO of Bibigo’s parent company explained that the 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.” Bibigo’s partnership with the Lakers is part of a strategic brand expansion.
Bibigo is the first international partnership for the Los Angeles Lakers. Their marketing will extend beyond the team’s jerseys and onto the court with courtside branding and other marketing campaigns.
The Lakers and Bibigo will also work together on numerous community initiatives within Los Angeles. These initiatives will span from arts to athletics in an effort to support the greater LA community.
You can see the new Bibigo sponsored Lakers jerseys in action for the first time on Oct. 3 as the Lakers take the court for their first preseason game.