The Los Angeles Lakers are once again stepping into the global sponsorship market, opening up one of the most valuable assets in sports business: their jersey patch.
Starting from the 2026–27 season, the Lakers are seeking a new global partner to feature on their game-day uniforms, replacing or succeeding the current commercial arrangement. The move signals a fresh opportunity for brands aiming to gain exposure through one of the most recognizable teams in the NBA.
Since the introduction of jersey patch sponsorships in 2017, the model has become a major revenue stream for franchises across the NBA and beyond. Deals in this space have reportedly exceeded tens of millions of dollars annually, reflecting the growing value of prime sports real estate.
For the Lakers, the appeal is global. With games broadcast in over 200 markets and a massive social media following, the franchise offers unmatched visibility. The sponsorship package is expected to include not only on-court branding but also digital integrations and in-arena activations, giving partners a multi-platform presence.
In a league where commercial innovation continues to expand, the Lakers’ decision highlights the ongoing evolution of sports sponsorship—where visibility, storytelling, and global reach converge into a single, high-value asset.