One of the most effective ways to inspire other entrepreneurs is by sharing our story—how we, as a brand, managed to sponsor the Los Angeles Lakers and what it signifies for us. My name is Borja Mera and at Siroko, inspiring others has always been at the core of what we do, encapsulated in our motto, #InspireOthers. For me, Siroko represents more than just a business; it’s about motivating people to follow their dreams, no matter the path they choose.
The journey to this incredible milestone began with a simple yet significant step: overcoming a personal fear. I decided to put myself out there by appearing on a podcast to share my entrepreneurial journey. This experience was a turning point, and it also led us to launch our own podcast, En Modo Avión. After that, something remarkable happened. Hundreds of people and companies started reaching out to us, offering opportunities to collaborate. Among these opportunities, I chose the ones that aligned with our mission—to inspire as many people as possible to live an active lifestyle, engage in sports, and leave behind the sedentary habits that dominate modern life.
The first lesson from this experience is clear: good things happen when you overcome fear. Whether it’s in business or life, taking that first step towards something you’re afraid to do can open doors you never imagined. For me, that step was putting myself in the public eye, sharing my story, and embracing vulnerability.
Our journey toward sponsoring the Los Angeles Lakers started with an unexpected connection. A global sports marketing agency reached out to us because they liked our podcast and how we creatively announced our partnership with Real Sporting de Gijón, a football club that has deep personal significance to our team. They appreciated how we had communicated this agreement and were impressed by the innovative way we had handled it. This interaction led them to offer us their services.
At first, the agency proposed traditional advertising options—placing our brand on the billboards you see during football broadcasts. They highlighted new technology that allowed advertisers to track data on who watches their ads on TV, providing in-depth analytics. During our discussions, one phrase stuck with me: “We can reach anywhere, any team in the world, from the NFL to the NBA or the Premier League.”
Inspired by the possibilities, I decided to think big. Instead of settling for a smaller campaign, I aimed for the top. “I want to sponsor the Los Angeles Lakers,” I said. I didn’t care if our logo only appeared on something small, like the wheels of LeBron James’ car—I just wanted Siroko to be associated with the Lakers. For us, the value of being able to say we were official sponsors of such a prestigious team would be enormous. It would elevate our brand to a new level and open countless doors.
Sponsoring the Lakers made sense on many levels. Beyond the business advantages, I’ve been a lifelong basketball player, and Siroko was preparing to enter the basketball market. The Los Angeles Lakers are the most iconic basketball brand in history, making them the perfect partner for us. Additionally, with Pau Gasol’s number recently retired by the Lakers, the connection felt even more meaningful as Gasol is the greatest Spanish basketball player of all time.
Initially, the idea seemed far-fetched, and some people around me advised against it. They suggested we continue focusing on our partnership with Sporting de Gijón, which was going well. However, I believed in the vision and prepared a detailed proposal that outlined Siroko’s brand values, our mission, and our capacity to reach hundreds of thousands of customers. I emphasized how we, like the Lakers, are building a legacy, which is a word deeply ingrained in the Lakers’ ethos.
In my research, I learned that the Lakers are one of the few NBA teams without a mascot. So, I offered to create one as part of our proposal. I crafted the best pitch I could imagine, hoping to impress the Lakers’ marketing team enough to make them consider working with us. I knew that sometimes, you have to let go of expectations and trust that things will fall into place. And sure enough, that’s what happened.
A few days later, I received an email from the agency. The Lakers’ marketing team had reviewed our proposal and liked it, and they sent back a counter-proposal. Although they didn’t want a mascot, they did offer us something even better: an opportunity to sponsor the Laker Girls.
The Laker Girls are more than just a dance team; they are part of the Lakers’ identity and a key piece of Los Angeles’ urban culture. Since 1979, they’ve been a symbol of the team’s history, and they’ve become an integral part of the NBA culture. The deal involved dressing the Laker Girls in Siroko apparel, having them wear our gear while performing during Lakers’ game time-outs, and prominently featuring our logo on the arena’s screens during every game.
One of the first times the Siroko logo appeared was during a pre-season game in Las Vegas between the Lakers and the Golden State Warriors. It was surreal to see our brand alongside such iconic teams.
I’m incredibly grateful to the people who helped make this deal happen, including our lawyer Raf, who meticulously reviewed every contract clause to ensure nothing was overlooked, and Scott, the Lakers’ executive director of partnerships. Even before we signed the deal, Scott was helping us with the licensing of a song for our podcast, En Modo Avión, where I had already boldly announced the sponsorship before it was official because I had such confidence in the outcome.
Since then, the Los Angeles Lakers have treated us wonderfully, and we’ve built strong relationships with their partnerships team. This sponsorship is more than just a milestone for Siroko—it marks the beginning of a new chapter for us. We’re excited about the amazing things we’ll create together with the Lakers and the incredible marketing opportunities that await.
This sponsorship is the most significant moment in Siroko’s history. It’s a defining achievement that will forever be a part of our brand’s legacy. Becoming a sponsor of one of the most iconic sports teams in the world—home to the NBA’s all-time leading scorer, a team steeped in history and glory—is an honor beyond words.
The lesson from this journey is simple: that fear that’s holding you back—whether it’s public speaking, launching a new idea, or reaching for something that seems impossible—face it head-on. Incredible things can happen when you push past your fears. For Siroko, that meant becoming proud sponsors of the Los Angeles Lakers, inspiring others to chase their dreams, just as we have.
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