The Los Angeles Lakers have expanded their commercial portfolio with the announcement of a new multi-year global partnership with Japanese retail giant Daiso, a deal that establishes a first-of-its-kind sponsorship platform centred around the franchise’s iconic Laker Girls.
Under the agreement, Daiso has become the inaugural presenting sponsor of Laker Girls auditions and performances, while also securing branding rights on the group’s uniforms during select Lakers games. The arrangement marks a historic milestone for the franchise, as it will be the first time a commercial partner’s logo appears on Laker Girls uniforms.
The partnership extends beyond traditional branding assets and will encompass a range of fan engagement initiatives across digital, community, and youth development platforms. Daiso branding will feature throughout the Laker Girls audition process, social media content, and Junior Lakers Dancers clinics, creating year-round engagement opportunities with Lakers fans and aspiring performers.
Los Angeles Lakers President of Business Operations Lon Rosen said, “We are thrilled to welcome Daiso to the Los Angeles Lakers family with an innovative partnership that connects the retailer to the Laker Girls. Recognised as the premier sports entertainment team, the Laker Girls have both a global and local appeal that connects Daiso to one of the most influential and memorable elements of the Lakers gameday experience.”
Daiso Board Member Taku Suzuki added, “Daiso aims to be a global lifestyle infrastructure that enriches lives around the world. We are incredibly honoured to partner with the Los Angeles Lakers and the Laker Girls. By connecting with the Lakers’ passionate international fanbase, we look forward to delivering ‘DANZEN’ — our commitment to being the ‘absolute best’ and exceeding expectations — to communities everywhere.”
For Daiso, which operates approximately 6,000 stores globally, the partnership represents a strategic opportunity to accelerate brand visibility across North America while leveraging the Lakers’ worldwide reach and cultural influence.
The agreement also highlights the continued evolution of sports sponsorship, with franchises increasingly monetising premium entertainment and fan-engagement assets beyond traditional jersey, venue and media inventory. By packaging the Laker Girls as a standalone commercial property, the Lakers have created a distinctive sponsorship asset capable of attracting global brands seeking deeper connections with fans.
The deal further reinforces the Lakers’ status as one of the most commercially valuable and internationally recognised properties in global sport.
