LA Lakers Grant Wish Patch Partnership & Promote It Via A Lonzo Ball Led Online Video

September saw the Los Angeles Lakers announce a multi-year patch partnership with e-commerce platform Wish.

The new tie-up will see Wish’s logo featured on Lakers jerseys from the start of the 2017-18 season with a patch stitched into the front left shoulder opposite the Nike logo.

According to LA Lakers President of Business Operations Tim Harris, the partnership package also includes a ‘founding sponsorship’ in team’s training centre, plus signage and hospitality in team’s Staples Center home court arena, while the Wish logo will also be worn by the team’s G-League South Bay Lakers franchise.

The alliance was promoted via an integrated campaign spearheaded by a spot starring Lakers rookie and media phenomenon Lonzo Ball that spans the rights-holder’s and the sponsor’s digital and social platforms including YouTube,

and Twitter.

#LAKERSxWISHapp pic.twitter.com/yIitn1mG3u

— Los Angeles Lakers (@Lakers) September 21, 2017

As the partnership evolves it will include large-scale integrated marketing initiatives ranging from in-arena fan engagement strands, through to social and digital activation.

Plus the rights-holder and sponsor will also collaborate on a series of community initiatives within Los Angeles and in the surrounding region.

The San Francisco based e-commerce company Wish, founded in 2011, is a ‘digital mall selling discounted merchandise through its e-commerce platform.

It claims to be the sixth largest e-commerce company in the world.

The deal, according to CBS Sports, is worth between $12m and $14m per year – which puts it in the top tier of the league’s patch partnerships penned thus far.

Although in revenue terms it lags behind the recent deal signed by fellow California NBA rival the Golden State Warriors’ recent jersey patch deal with Rakuten – which is worth $20m annually (but which also includes naming rights to the team’s practice facility).

“We are incredibly pleased to partner with the NBA’s most iconic brand,” said Wish CEO Peter Szulczewski.

“The Lakers epitomize a legacy of excellence and worldwide success. This partnership symbolizes our shared focus to reach all fans, not only within the LA community, but across every continent.”

Jim Harris, President of Business Operations and Chief Operating Officer, added: “We are thrilled to welcome Wish as a new partner of the Los Angeles Lakers.

“When it came to the jersey patch, knowing its prominent placement, our goal was to partner with an innovative and ambitious global company. Wish more than checks that box. They are a leader in e-commerce and are constantly striving to grow and improve their brand and how they connect with their consumers. In addition, and most importantly, we are excited to partner with a company that shares our commitment to giving back to the community.”

Comment:

This deal which takes the Lakers into the Silicon Valley territory of rivals and current NBA champions the Golden State Warriors; who themselves recently signed one off the few genuinely global patch partnerships in the league to date with Japanese etailer Rakuten (see case study).

https://www.activative.co.uk/2017/09/14/warriors-pen-biggest-nba-patch-partnership-in-global-tie-up-with-japanese-tech-company-rakuten/

Other NBA patch partnerships penned to date include:

Atlanta Hawks > Sharecare (see case study)

Boston Celtics > GE

Brooklyn Nets > Infor

Cleveland Cavaliers > Goodyear (see case study)

Denver Nuggest > Western Union

Detroit Postons > Flagstar Bank

Golden State Warriors > Rakuten (see case study)

LA Lakers > Wish

Miami Heat > Ultimate Software

Milwaukee Bucks > Harley-Davidson (see case study)