Siroko’s journey to becoming a sponsor of the Los Angeles Lakers is a testament to ambition, strategic thinking, and perseverance. Borja Mera, the driving force behind Siroko, has always believed in inspiring others, and this partnership marks a defining moment for the brand. In this article, we have shared it in detail.
Embracing Challenges And Opportunities
Siroko’s philosophy is rooted in the idea of pushing boundaries and embracing challenges. The history of Borja Mera and Los Angeles Lakers began when Mera decided to share his entrepreneurial story through podcasts and created his own podcast, En Modo Avión. The outreach from various individuals and companies following these podcasts demonstrated the power of storytelling and connection.
One of the key takeaways from this journey is that extraordinary opportunities arise when one faces fears head-on. For Mera, that meant stepping into the public eye, sharing his vision, and taking risks. This led to a collaboration with a renowned global sports marketing agency that had taken notice of Siroko’s sponsorship of Real Sporting de Gijón. Impressed by the brand’s creativity and engagement, they saw potential in elevating Siroko to new heights.
The Vision For Sponsorship
The agency initially proposed advertising placements within major sports leagues, including football, the NFL, and the NBA. However, rather than settling for conventional opportunities, Mera aimed higher. He set his sights on sponsoring the Los Angeles Lakers.
This ambition was not merely about visibility. It was about aligning with a team that embodies excellence, resilience, and global appeal. Basketball had been a lifelong passion for Mera, and the Lakers’ legacy, especially with Pau Gasol’s number 16 being retired, made the opportunity even more meaningful.
Despite initial hesitation from advisors, who suggested focusing on existing sponsorships, Mera remained resolute. He meticulously crafted a proposal that showcased Siroko’s brand values, mission, and commitment to delivering quality products to a global audience.
Negotiations And Breakthrough
A key element of the proposal was an innovative approach to branding. Noting that the Lakers are one of the few NBA teams without a mascot, Siroko proposed creating one, among other initiatives. The goal was to capture the attention of the Lakers’ marketing team by presenting a compelling and unique perspective.
The response was swift. The Lakers’ team was impressed, leading to a counter-proposal. While the idea of a mascot was not adopted, other key initiatives were included in the agreement. These included collaborations with Hispanic influencers, outfitting the Lakers’ cheerleaders in Siroko apparel, and a guided tour of the Lakers’ facilities led by a team legend.
Finalizing The Agreement
This deal’s complexity required careful negotiation, with legal and strategic considerations playing a crucial role. Mera worked closely with his lawyer Raf, to ensure that every detail was thoroughly reviewed before finalizing the agreement. One notable aspect of the collaboration was the involvement of Scott, the executive director of Lakers’ partnerships, who supported Siroko even before the contract was officially signed. The sponsorship was ultimately secured, marking a major milestone in Siroko’s history.
The Impact And Future Prospects
The partnership with the Lakers has opened doors to new possibilities for Siroko. The brand is now positioned on a global stage. Through this sponsorship, Siroko is not only expanding its reach but also staying true to its core mission which is to inspire others.
