The Deutsche Bank branch finances the traditional basketball club from Los Angeles by sponsoring it, thus becoming the team’s second international partner. With this move, DWS wants to enhance its position as a leading global asset manager as well as its image.
© Günther Menzl / Institutional Money
The Los Angeles Lakers and DWS announced a multi-season global sponsorship agreement this week, with DWS now serving as the team’s official global investment sponsor. Sponsorship includes advertising, prominent placement of the DWS logo at Lakers home games at Staples Center, as well as a comprehensive content partnership, including social media interactions, that helps DWS promote its brand worldwide.
DWS wants to take advantage of the Lakers’ charisma
The Lakers have the most followers on social media than any professional sports team in North America. The Lakers have a very enthusiastic following in Asia – one of the most important growth markets for DWS – with an estimated 199 million fans in the Asia Pacific region. They are also the most popular NBA team in the DWS’s core European markets – Germany, Spain, Italy, France and the United Kingdom.
DWS and the Lakers will work together on many community initiatives and projects. DWS will sponsor the Lakers’ In the Paint Arts Program, which will showcase original works by Black, Indigenous, and People of Color (BIPOC) artists in the greater Los Angeles area.
DWS will work with the Lakers on an international field rehabilitation project and the establishment of Junior Lakers Clinics to support the integration of technology into physical education in elementary and secondary schools. In addition, both DWS and the Lakers are committed to advancing the role of women in business through mentorship and sponsorship programs.
“Like the Lakers, DWS operates locally, but thinks globally. Their services are personal and easily accessible, but their reach is broad,” said Tim Harris, president of commercial operations, Lakers. “One of the best things about the Lakers is that we are a local team with a global impact. . We can hardly wait to do that with DWS.”
Change into a global brand
“The Los Angeles Lakers – like the DWS – have symbolized integrity and a culture of excellence and inclusion for many decades,” said Asoka Wöhrmann, CEO of DWS. “Our partnership with this renowned organization advances the transformation of DWS into a truly global brand. We are confident that we will achieve peak performance together as part of this new partnership.”
DWS customers, employees, and business partners will soon be able to participate in exciting campaigns, including virtual and in-person events, as part of the partnership. According to DWS, this is the first time that DWS has entered into a partnership with a world-renowned sports brand. DWS builds on the previous sponsorship activities of German and European sports teams.
DWS is one of the leading global asset management companies with $1.1 trillion in assets under management and is geared towards further growth worldwide. DWS does not provide any information about the costs of care. (NS)