April 22 – Two Los Angeles clubs, the National Basketball Association’s (NBA) Los Angeles Lakers and Major League Soccer’s (MLS) LA Galaxy, have paired up to merge football and basketball ahead of the NBA playoffs in a cross-sport collaboration.
The defending MLS Cup champions have released a social media post featuring former German international Marco Reus wearing the legendary #24 jersey worn by Kobe Bryant, creating an immediate emotional connection with fans of both sports. The image has already garnered thousands of shares across multiple platforms.
By localising the messaging beyond matchdays, both the Lakers and Galaxy understand that connecting supporters will only encourage growth and cross promotion.
Despite languishing in last place of the MLS standings after starting winless in their first nine matches, the Galaxy are using the NBA playoffs to generate global attention around their brand. The timing is strategic, as the Lakers face off against the upstart, Minnesota Timberwolves creating a surge of basketball enthusiasm throughout the city.
With Reus, a global name who joined the Galaxy after a distinguished career with Borussia Dortmund, and basketball gaining more popularity in Germany, the Galaxy are demonstrating how a club can use its international roster to reach previously untapped markets through creative storytelling. Reus has dedicated followers on social media, providing the Galaxy with a direct channel to European soccer fans who might not otherwise follow MLS.
In a crowded sports market such as Los Angeles, where the Dodgers, Rams, Chargers, Kings, and LAFC all compete for attention, social media takes on an even bigger dimension as clubs fight for every piece of open space in the news cycle. With the Galaxy aligning themselves with the Lakers, they’ll be hoping some of the Laker’s stardust rubs off on them as they look to turn their campaign around after a disappointing start to the season.
Contact the writer of this story, Nick Webster, at moc.l1745399717labto1745399717ofdlr1745399717owedi1745399717sni@o1745399717fni1745399717