The Los Angeles Lakers will have a new advertisement on their uniforms beginning with the upcoming 2021-22 NBA season.
Announced by the club yesterday, the Lakers will wear the logo of Bibigo, a Korean food company, on all of their jerseys. Things I learned today, the name “Bibigo” combines the Korean word “bibim,” meaning “mixed”, with the English word “go.”
You’ll also note in that photo at the top of this post that the Nike logo is shown in a shiny, silver material. This is a special one-year-only application in recognition of the NBA’s 75th anniversary season. This will return to the normal swoosh style for 2022-23.
“I’ve said this before, and I’ll say it now, it takes a special brand to stand with the Lakers and put their name on our uniform,” said Lakers President of Business Operations Tim Harris. “Bibigo is that. We are both brands rooted in tradition. We both regard family with the utmost esteem. And we both understand that it’s the intricate details that deliver an unparalleled product.”
While the Lakers announced the deal only as “multi-year”, a report in the Los Angeles Times said the deal was for five-years and $100 million.
From the press release:
The global marketing partnership establishes Bibigo as the first international partner ever for the Lakers and will include a large-scale integrated marketing program, including courtside branding (baseline courtside apron and rotational LED signage), social and digital fan focused campaigns. In addition, the two companies will collaborate on various community initiatives within the greater Los Angeles area including the Lakers “In the Paint” fine art program, which will showcase original works of BIPOC artists and the Lakers Global Mural series campaign which will feature Lakers mural artwork around the world.
Bibigo replaces Wish as the ad patch on the Lakers uniforms, Wish was added as part of the first round of NBA jersey ads in time for the 2018-19 season.