DWS named as the "Official Global Investment Sponsor" for the Lakers and the second international partner for the team




EL SEGUNDO, CA & FRANKFURT, GERMANY– Today the Los Angeles Lakers and DWS announced a multi-season global sponsorship agreement making DWS the Official Global Investment Sponsor of the team. DWS is one of the leading asset managers and is geared for further growth around the globe, with 1.1 trillion dollars of assets currently under management. 

The sponsorship will include advertising, prominent placement of the DWS logo at Lakers home games in STAPLES Center and widespread content partnership, including engagement on social media channels, helping DWS further showcase its brand globally. The Lakers have the largest social media following among all North American professional sports teams. The Lakers also have an extraordinarily enthusiastic following in Asia – one of DWS’s core growth markets – with an estimated 199 million fans in APAC. The Lakers are also the most popular NBA sports team across DWS’s key European markets of Germany, Spain, Italy, France and in the United Kingdom.

DWS and the Lakers will collaborate on several community initiatives and outreach projects. DWS will sponsor the Lakers’ “In the Paint” fine arts program designed to showcase the original works of Black, Indigenous, People of Color (BIPOC) artists in the greater Los Angeles area. DWS will also partner with the Lakers to create an international court refurbishment project and Junior Lakers Clinics to support primary and secondary schools’ integration of technology into physical education activities on campuses. In addition, both DWS and the Lakers are committed to further empowering women in business through their mentoring and sponsorship programs.

“Like the Lakers, DWS acts locally but thinks globally. Their services are custom and accessible, but their reach is expansive,” said Tim Harris, President of Business Operations. “One of the best parts about the Lakers is that we’re a hometown team that makes a global impact. We can’t wait to do that together.”

“The Los Angeles Lakers exemplify – like DWS – integrity, a culture of excellence and inclusiveness over many decades,” said Asoka Woehrmann, CEO of DWS. “Our partnership with this iconic organization accelerates DWS’s transformation into a truly global brand.  We are confident that we will jointly excel under this new partnership.”

 DWS clients, staff and business partners will soon be able to participate in exciting campaigns as part of the partnership, including virtual and in-person events. This is the first time the investment firm has partnered with an iconic sports brand of global renown and builds on earlier sponsorships of national German and European sporting teams. 

The Lakers were assisted by the global sports business agency, SPORTFIVE, on the global marketing partnership with DWS.


DWS Media Contacts:

For further information please contact:

Adib Sisani
+49 69 910 61960

Kenny Juarez

Asia / Pacific
Joanne Chew


Lakers contacts.png


About DWS

DWS Group (DWS) is one of the world's leading asset managers with EUR 859 billion (USD1.1 trillion, as of 30 June 2021). Building on more than 60 years of experience, it has a reputation for excellence in Germany, Europe, the Americas and Asia. DWS is recognized by clients globally as a trusted source for integrated investment solutions, stability and innovation across a full spectrum of investment disciplines. 

We offer individuals and institutions access to our strong investment capabilities across all major asset classes and solutions aligned to growth trends. Our diverse expertise in Active, Passive and Alternatives asset management – as well as our deep environmental, social and governance focus – complement each other when creating targeted solutions for our clients. Our expertise and on-the-ground-knowledge of our economists, research analysts and investment professionals are brought together in one consistent global CIO View, which guides our investment approach strategically.

DWS wants to innovate and shape the future of investing: with approximately 3,500 employees in offices all over the world, we are local while being one global team. We are investors – entrusted to build the best foundation for our clients’ future.



SPORTFIVE utilizes the unique emotional power of sports to create and enable pioneering partnerships in sports. By delivering responsible commercialization, full-service-solutions and long-term value for all stakeholders in sports, SPORTFIVE strategically and creatively connects brands, rightsholders, media platforms and fans by leveraging a global network paired with decades of experience and innovative spirit. As market leaders and with customer centricity and vast data intelligence at its core, SPORTFIVE often leads the sports business into the future through its innovative digital solutions and thereby always aims to be the most progressive and respected partner in sports. SPORTFIVE operates as an international sports business and marketing agency with a global mindset and network of over 1,200 local experts based in 15 countries around the world, active in football, golf, esports, motorsport, handball, tennis, American football and many more. For more information, please visit SPORTFIVE’s website, content hub and social profiles.

DWS is part of the Lakers family

A big partnership with big goals

Discover more


CIO View