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At Siroko, we believe that the best way to inspire other entrepreneurs to chase their dreams is by sharing our journey, particularly how we achieved one of our biggest milestones: becoming a sponsor of the Los Angeles Lakers. This partnership has been a defining moment for us as a brand, and it perfectly aligns with our long-standing motto, #InspireOthers. For me, Siroko is about much more than selling products; it’s about motivating people to pursue their passions, no matter the obstacles.
Every significant accomplishment begins with overcoming fear. For me, that moment came when I decided to speak publicly about my experiences as an entrepreneur. I shared my story on a podcast and later launched our own podcast, En Modo Avión. That decision opened doors I never expected, as it allowed me to connect with hundreds of individuals and companies. I selectively chose to collaborate with those whose mission resonated with ours: inspiring people to get active, embrace sports, and move away from sedentary habits.
The first key lesson I’ve learned through this journey is that great things happen when you push through fear. Whether for a company or an individual, confronting something that makes you uncomfortable is often the gateway to new opportunities. For me, putting myself out there on a public platform was that hurdle, and it’s something I encourage every entrepreneur to consider.
The beginning of our sponsorship journey with the Lakers was rather serendipitous. Our first contact came through a global sports marketing agency. They had listened to one of our podcasts and were impressed with how we announced our agreement with Real Sporting de Gijón, the soccer club we’ve been passionate about for years. The way we creatively handled that announcement sparked their interest, and they reached out to offer their services.
Initially, the agency proposed the standard advertising opportunities, like placing our logo on the billboards seen during televised soccer matches. They mentioned how advanced analytics could now track who’s watching your billboard during these broadcasts, which seemed promising. But what really caught my attention was when they said, “We can reach anywhere, any team in the world, and any player, from the NFL to the NBA or the Premier League.”
That was the moment I decided to dream big. I asked them to give me a budget, but I wasn’t thinking small. “I want to sponsor the Los Angeles Lakers,” I said. I didn’t care if it was just a tiny sticker on LeBron James’ car wheels—I simply wanted to be associated with this legendary team. Being able to say that Siroko was an official sponsor of the Lakers would be a massive statement, putting us on the same playing field as major global brands and opening countless doors for us.
There’s a personal connection to the Lakers for me, too. I’ve been a basketball player my whole life, and Siroko is now expanding into the basketball market. There’s no better entry point than partnering with the most iconic basketball team in history. And as a Spanish entrepreneur, the fact that the Lakers retired Pau Gasol’s number 16—honoring the greatest Spanish basketball player of all time—only made the prospect even more special.
At first, people doubted the idea. They told me it would be tough, that we were already doing well with our existing partnerships, and that securing something as big as the Lakers might be too difficult. But I pushed forward. I prepared the best proposal I could, focusing on Siroko’s values, our ability to deliver quality products to hundreds of thousands of people, and the legacy we want to build as a brand—something that deeply aligns with the Lakers’ own values.
One fun fact I discovered during my research is that the Lakers are one of the few NBA teams without a mascot. I even offered to create one for them! I submitted the proposal with the mindset that it would at least make the Lakers’ marketing team pause and think, “Hey, these guys might have something interesting to offer.” I didn’t expect too much from it, but I gave it everything I had.
Here’s another lesson: when you’re not anxiously waiting for something to happen, it often does. After sending off the proposal, I moved on, knowing I had done my best. A few days later, I received an email from the agency—the Lakers had been impressed by the proposal and wanted to move forward with a counter-offer.
Their counter-proposal didn’t involve a mascot, but it did present something just as exciting. The Los Angeles Lakers have the Laker Girls, a dance group that has been an integral part of the team’s culture since 1979. The idea was to outfit the Laker Girls in Siroko apparel, featuring our logo prominently during game time-outs. In addition, our logo would be displayed on the screens during Lakers games, something that had already happened during a pre-season game in Las Vegas between the Lakers and the Golden State Warriors.
Negotiating the deal was meticulous. I’m especially grateful to our lawyer, Raf, for carefully reviewing every clause, and to Scott, the executive director of Lakers’ partnerships, who even helped us secure a music license for our podcast before we had officially signed the agreement. I had already announced the sponsorship on En Modo Avión before the ink was dry because I was so confident it would happen.
The Lakers’ team has treated us wonderfully from the start. Special thanks to Scott and Tony from the partnerships team for their support. Beyond dressing the Laker Girls, we’re planning other exciting initiatives in collaboration with our marketing team, and we’re building a strong relationship with the Lakers’ organization.
This sponsorship marks the most significant milestone in Siroko’s history. It’s not just about the association with one of the most iconic teams in sports but also about what it symbolizes for us as a brand. The Lakers are a team of stars, including the NBA’s all-time leading scorer, and for the first time in history, a father-son duo will play together on the court. We’re proud to be part of that legacy.
The takeaway from all of this is simple: that thing you’re afraid to do, that challenge you’re hesitating to face—make it your priority tomorrow morning. Confront your fear, and you’ll be amazed at the incredible and unexpected opportunities that will come your way.
Siroko is now a proud sponsor of the Los Angeles Lakers, and we couldn’t be more excited about what the future holds.
