Bibigo, the Korean cuisine brand well known for frozen dumplings (mandu) in the United States and globally, is teaming up with the Los Angeles Lakers of the NBA for a multi-year global marketing partnership deal, which includes the official jersey patch rights beginning with the 2021-22 season. The partnership emphasizes Bibigo’s mission to create meaningful moments of connection and the parallels that exist between its food and the Lakers’ athleticism on the basketball court.
“We believe strongly that sports and food bring people together, and the Lakers provides Bibigo a cultural platform to connect Korean food and lifestyle to global Lakers and NBA fans,” said Soyoung Paik, chief marketing officer at La Palma, California-headquartered CJ Foods USA Inc. “As a global company, we pride ourselves in this partnership and look forward to harnessing the power of the community in Los Angeles and Lakers fans around the world.”
As the new Official Global Marketing Partner of the Los Angeles Lakers, Bibigo will collaborate with the team to create and share inspiring content, drive consumer engagement, and offer unique opportunities to introduce fans to the flavor and benefits of Korean food. Bibigo will deploy its marketing programs through Lakers’ properties such as in-arena signage, digital content elements on Lakers.com, and the jersey patch designation.
“We are excited to welcome Bibigo as a new partner of the Los Angeles Lakers,” said Lakers President of Business Operations Tim Harris. “They are a global brand and leader in Korean food and culture. Anytime we can align with a company that is looking to make connections with our fans all over the world using food as the connector, we think it’s a very good fit and we look forward to a great relationship with Bibigo.”
Founded in 2010, Bibigo is a global brand created by the Seoul, Korea-headquartered CJ Group. The Bibigo name combines the Korean word “bibim,” from a long cultural tradition of “mixed” flavors, with the English word “go.” The brand line-up includes a full assortment of snacks and appetizers found in the freezer aisles of major grocery chains. Distribution in the United States is handled by CJ Foods USA and Schwan’s Consumer Brands, a subsidiary of Schwan’s Company.