Lon Rosen’s New Role with the Los Angeles Lakers
Lon Rosen, who previously served as the executive president and chief marketing officer of the Los Angeles Dodgers, is taking on a significant new role with the Los Angeles Lakers. After achieving three World Series titles with the Dodgers in a stellar 14-year tenure, Rosen is set to return to the Lakers where he first began his career as an intern. This transition marks him as the first major appointment in the revamped front office under new owner Mark Walter.
Gratitude and Collaboration
In an exclusive conversation with a select group of beat reporters, Rosen expressed his gratitude for the opportunity to work with two of the most renowned sports franchises globally.
“I’m very fortunate to be involved with two very iconic global brands,”
he remarked, indicating a blend of his marketing expertise and his enthusiasm for high-profile sports teams.
In terms of management structure, Rob Pelinka will continue to oversee basketball operations under the newly established business framework. Rosen emphasized their respective roles, stating,
“I just run the business side, Rob’s empowered to do what he does.”
He detailed the collaborative effort, mentioning that Dodgers executives Andrew Friedman and Farhan Zaidi will offer their insights to Pelinka, thereby enriching the team’s operational capacity.
Connections and Future Plans
Reflecting on his long-standing connection with Pelinka, Rosen reminisced about their history dating back to Pelinka’s representation of the iconic Kobe Bryant. As the Lakers’ front office prepares for the upcoming draft, ESPN’s Shams Charania reported that former Virginia coach Tony Bennett is being brought on board as a draft adviser, working closely with Pelinka.
Adding another layer to Rosen’s appointment is his friendship with Magic Johnson, the Lakers legend and former President of Basketball Operations. Rosen recalled that Johnson was his first client when he launched his marketing firm after leaving the Lakers in 1987. Although Johnson remains a close friend and a business partner, Rosen clarified that Johnson will not engage in daily team decisions.
“He’s always gonna have some type of involvement with all the teams, but he is not gonna have a day-to-day involvement,”
Rosen confirmed.
Addressing Fan Concerns
Amidst the reshuffling of the front office, ticket pricing has emerged as a pressing issue for fans. Reports indicate substantial increases in season ticket costs, with some holders facing up to a 45% hike, coupled with an added 3% administrative fee for payments not made in full. Rosen addressed these adjustments, recognizing that they stem from market demand.
With Crypto.com Arena now in its 27th year, Rosen reassured fans that the Lakers are committed to staying put, quelling rumors about a potential move back to the Forum. He praised the venue as
“very functional”
and highlighted its popularity among fans who continue to fill the seats.
Looking Ahead
Looking to the future, Rosen’s vision includes expanding the Lakers’ global brand. He noted the potential for international growth, particularly with the presence of star players like Luka Doncic.
“There’s a huge growth potential for the Lakers internationally,”
Rosen declared. He also referenced previous successes at the Dodgers, suggesting they can replicate that global impact with the Lakers moving forward.
