Bibigo Is Los Angeles Lakers’ First Global Partner, Becoming The First Korean Company To Secure NBA Sponsorship Deal

CJ CheilJedang’s food brand Bibigo has made history!
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Tegan Sweeting
Tegan Sweeting

History has been made in the NBA today as the Los Angeles Lakers has announced a multi-year global marketing partnership with Bibigo.

Lebron James in new LA Lakers Jersey. | NBA

Bibigo is a brand by the No. 1 lifestyle and food company in South Korea, CJ CheilJedang. According to Bibigo’s website, “The name Bibigo comes from the Korean word to ‘mix,’ combined with ‘go’ for an exciting line of products that are delicious and convenient.” They offer a wide array of products, including Mandu, their signature dish, making Korean food easy and accessible to everyone.

You’ve likely seen at least some of their products in your grocery store before, whether it was their Mandu or dumplings, rice, or gochujang. Let’s also not forget their recent celebrity endorsement by none other than Park Seo Joon.

Their global marketing partnership with the Los Angeles Lakers makes them not only the first international partner for the team but also the first Korean sponsor for any NBA team. Global sports agency SPORTFIVE assisted the Lakers in this partnership.

The Lakers are thrilled for the opportunity to partner with Bibigo as our first ever global marketing partner. As Korea’s leading food brand, Bibigo is always looking for opportunities to innovate and expand their brand, and the Lakers are excited to help them to not only expand their global recognition, but to provide the opportunity to reach new fans.

— Tim Harris, President of Business Operations

As a result, Bibigo’s logo now features on the Lakers jerseys for the 2021-22 season. The basketball team will be wearing the jerseys featuring the Bibigo logo opposite the Nike logo for the first time at their first preseason game vs. the Brooklyn Nets on October 3rd at the STAPLES Center.

According to the Los Angles Lakers, “The Bibigo patch will also be featured on the South Bay Lakers jersey and become the jersey patch partner of the Lakers 2k gaming team.” So, sports-lovers, we’ll be seeing a lot of Bibigo.

President of Business Operations Tim Harris released statements regarding the new partnership. He sees the Lakers and Bibigo as not so different because they are “both brands rooted in tradition.” 

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. 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.

— Tim Harris, President of Business Operations

Los Angeles Lakers reveal new jerseys with the Bibigo patch. | @mcten/Twitter

Likewise, Wookho Kyeong, chief marketing officer of CJ CheilJedang, who previously worked for Nike, is excited about the connection of “two ‘global culture icons.’ Kyeong said, “The Lakers are the No. 1 team in sports… The Lakers are more than just a basketball team. The Lakers, globally, are a cultural icon, especially for young people.”

This 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. We look forward to the opportunities to communicate with consumers and increase the value of the brand through a global common language, sports and the Lakers.

— Wookho Kyeong, CMO of CJ CheilJedang

Los Angeles Times‘ Bill Shaikin reported that the deal between the Lakers and Bibigo is for a total of five years and is $100 million USD.

For more information about the global partnership, check out Los Angeles Lakers’ post below:

Source: NBA (1) and (2)
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