The LA Lakers sale is a $10 billion masterclass in building brand equity
It’s a brand built on performance, personality, and relentless media presence. But why is it worth $10 billion? Charlie Rose, strategy director at branding agency Principals, breaks it down.
When news broke that the LA Lakers basketball team was being sold for $10 billion US dollars (about $15 billion AUD), it did not just signal another record in the soaring world of sports franchise sales. It underlined one core truth: in 2025, what the big cheques are buying is not bricks, mortar or player rosters. They are buying brand equity.
The Lakers do not own their home court, the Crypto.com Arena. They are licensees. They do not own the LA market. That is shared with the Clippers.
What the Lakers do own is one of the world’s most valuable, distinctive and emotionally resonant sports brands. A brand built over decades on performance, personality, and relentless media presence.
