The Los Angeles Lakers have strengthened their commercial portfolio after naming personal finance platform Albert as the franchise’s new official jersey patch partner, adding another blue-chip brand to one of the National Basketball Association‘s (NBA) most valuable sponsorship assets ahead of the 2026–27 season.
As part of the multi-year agreement, Albert’s logo will appear on the upper-left chest of all Lakers uniforms, including the Icon, Association, Statement and City Edition jerseys. The branding will receive year-round visibility across NBA broadcasts, digital and social media content, licensed merchandise and the club’s global marketing platforms.
The partnership represents a significant milestone for Los Angeles-based Albert, marking the company’s first NBA jersey patch sponsorship. The financial technology platform, which offers AI-powered budgeting, saving, investing, bill payment and financial planning services, says it serves more than 20 million users.
Lakers Governor Jeanie Buss said, “The Lakers have built an extraordinary legacy of championship basketball over the years that has made the purple and gold one of the most popular teams in the world, and the jersey one of the most iconic pieces of apparel in sports. Generation after generation, we have seen the greatest players in the world wear the Lakers jersey. The uniform is an extension of the team and represents the very best of this franchise. With each new season, when I first see players in the iconic gold uniform, I’m filled with deep pride, gratitude for the past and excitement for the future. We couldn’t be more proud to place Albert on the Lakers jersey and give our amazing fans visibility to their personal finance products.”
CEO and Founder of Albert, Yinon Ravid, added, “The Lakers represent excellence, ambition, and a connection with fans that extends beyond basketball. Albert is proud to partner with an organisation that has inspired millions of people around the world. Together, we’re excited to use the reach of this partnership to help fans manage their money better and handle the financial busywork of life, so they can spend more time on what they love — like watching basketball.”
Albert succeeds South Korean food brand Bibigo as the Lakers’ jersey patch sponsor, with the previous agreement having run since 2021. The latest partnership was sourced and facilitated by Excel Sports Management‘s Properties Division, while financial terms have not been disclosed.
The announcement is also among the first major commercial agreements unveiled under the Lakers’ new controlling owner, Mark Walter. As premium sports properties continue to attract investment from the financial technology sector, the deal reinforces the growing strategic value of NBA jersey patch sponsorships as brands seek global visibility through elite sporting organisations.
