HOW WE BECAME SPONSORS OF THE LOS ANGELES LAKERS

I believe that the most effective way to inspire fellow entrepreneurs to chase their dreams is by sharing our journey of sponsoring the Los Angeles Lakers and what this partnership means for our brand.

#InspireOthers has been our motto for quite some time, and that's what Siroko represents to me: inspiring others to pursue their dreams in whatever way they choose.

All great things begin by confronting our fears. In this case, it meant going on a podcast to share my story as an entrepreneur and launching our own podcast: En Modo Avión. Since that day, hundreds of people and companies have reached out, and I chose those that aligned best with our mission: inspiring as many people as possible to get active, engage in sports, and break free from a sedentary lifestyle.

The first lesson I want to share, the key to success, is this: amazing things unfold when we dare to confront our fears. Whether for companies or for people, the magic happens after we take that brave step forward and face what holds us back. For me, it was about putting myself out there and embracing the vulnerability that comes with sharing my journey.

In this specific and successful instance, our initial connection for the future Lakers sponsorship came through a renowned global sports marketing agency.

They were captivated by one of our podcasts and how we announced our agreement with Real Sporting de Gijón, a club that holds a special place in our hearts. The creativity and passion we showcased online sparked their interest and inspired them to reach out and offer their services to us.

The first thing they offered us was advertising space on those boards you see in the background during football broadcasts worldwide. I distinctly remember them mentioning a new technology now available in Europe that wasn’t accessible before, providing extensive data on who is viewing your advertising board on TV and other valuable advertising analytics.

One phrase resonated with me: “We can reach anyone, any team in the world, and any player, from the NFL to the NBA and the Premier League.”

I asked for a quotation for something smaller, but I then thought, “I’m going to aim high,” and went as big as I could imagine.

“I want to sponsor the Los Angeles Lakers.”

Not only do we align with the values of the Los Angeles Lakers as a brand, but basketball has also been a lifelong passion of mine. As Siroko steps into the basketball market at every level, partnering with the most iconic basketball brand in history opens the door to incredible possibilities. Add to that the honor of Pau Gasol’s number 16 being retired - the greatest Spanish basketball player of all time - and this opportunity becomes even more meaningful. It’s a chance to inspire others and leave our mark on a game that has given us so much.

At first, they advised me against it, saying we were already doing a great job with Sporting de Gijón and that pursuing the Lakers would be quite challenging.

I crafted a proposal for them as thoroughly as I could, highlighting our brand values, our mission, and our capacity to deliver products to hundreds of thousands of people. I also emphasized the legacy we aspire to create - a concept that resonates deeply with the Lakers' core values.

I dug deeper and found out that the Los Angeles Lakers are one of the few NBA teams that don’t have a mascot, so I offered to create one, among other things. I prepared the best proposal I could imagine, something that would make the people in the Lakers’ marketing department say: “Wow, these guys know what they’re doing, and maybe we should start working together.”

That was it. Without any expectations or actively searching for it - another trick to making things work - I learned that when you anxiously wait for something to happen, it often doesn’t. However, if you let it go and put in your best effort, things tend to fall into place. It doesn’t happen every time, but it’s certainly a reliable approach. I had already done my part, and that’s the only deal you should have with yourself: to go all in, give it your best shot.

And then it happened. A few days later, I received an email from the agency: the proposal had impressed the Los Angeles Lakers' marketing team, and they sent a counter-proposal.

The Los Angeles Lakers don’t have a mascot and don’t intend to get one, but they do have the Laker Girls, who have been bringing urban dance culture to Los Angeles since 197. They are now an integral part of the NBA, contributing to the culture and the rich history of the Los Angeles Lakers.

The proposal, part of an agreement that allows us to proudly declare ourselves sponsors of the Los Angeles Lakers, includes several initiatives. These involve a Lakers legend taking us on a guided tour of their Los Angeles facilities, collabs with affiliates and Hispanic influencers who will visit LA, and outfitting the cheerleaders in Siroko apparel. They will perform in purple and gold, proudly showcasing the Siroko logo during timeouts at Lakers games.

I want to thank Raf, our lawyer, as we meticulously reviewed each clause to ensure nothing slipped through, and Scott, the executive director of Lakers’ partnerships. Even before signing the deal, Scott was helping us license a song for the En Modo Avión podcast, where I had already loudly announced the sponsorship even before it was officially signed because I was confident it would go through and felt the moment called for it.

I must say that the Los Angeles Lakers team has treated us exceptionally well, and I’m especially grateful to Scott and Tony from the partnerships team. In addition to outfitting the Laker Girls, we have some amazing projects in the works that we’ll be developing with our marketing team as we build trust with the Lakers’ staff.

This is the most significant milestone in Siroko’s history, marking a turning point as we announce to the world that we are proud sponsors and partners of one of the most legendary teams in sports history: the team of true stars. Here, the NBA’s all-time leading scorer shines, and for the first time, he will share the court with his son. 

The lesson is quite simple: that thing that terrifies you, the one you hesitate to pursue - in my case, putting myself out there and encouraging others to chase their dreams - make it the very first thing you tackle tomorrow morning, no matter the fear or anxiety. Remarkable and unexpected things will unfold.

Siroko, now a proud new sponsor of the Los Angeles Lakers of California.

Borja Mera

CEO of special operations at SIROKO