September 23, 2021 13:03
CJ Cheiljedang and professional U.S. basketball team Los Angeles Lakers have signed a global marketing partnership.
The Lakers' uniforms will now carry the logo of Bibigo, CJ Cheiljedang's top brand, the company said Wednesday.
The Lakers are one of the top teams in the NBA with 17 titles, and have some of the world's most famous players including LeBron James.
"In addition to the logo on the jersey, we will use various assets of the Lakers to promote our brand," CJ Cheiljedang said.
The company did not disclose the amount, but the Los Angeles Times reported that "the five-year agreement is worth more than US$100 million... NBA jersey patch deals have sold for an average range of $7 million to $10 million per year" (US$1=W1,179).
Bibigo posted sales of W1.85 trillion across the world last year, with dumplings accounting for over W1 trillion.
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