Hublot announced a few weeks ago that it has inked a deal to become the first “Official Timekeeper” of the Los Angeles Lakers. The addition of the Los Angeles Lakers makes this the second NBA team partnership for the brand, solidifying its expanding presence in the NBA. Hublot’s strategy regarding partnerships/endorsements/ambassadors has long intrigued me. I’ll briefly explore the brand’s ascendance within the NBA, below.
Hublot CEO Ricardo Guadalupe joins superstar Kobe Bryant, Lakers EVP Jeanie Buss and Westime President Greg Simonian (left) for a center court photo-op at the STAPLES Center.
An example of where you will be seeing the Hublot name at the STAPLES arena
Timeline: Hublot’s Ascendance within the NBA
I know that Hublot Chariman Jean-Claude Biver is a proponent of being first and being different (hear it from the man himself here), and this is yet another example of Hublot’s ambitions to expand its reach into new sports, new demographics, find new fans — and of course the end game, new customers. This will certainly give Hublot great exposure to a younger audience (aspirants today, Hublot customers tomorrow!), in addition to the well-heeled fans and celebrties who are familiar faces at Lakers games.
Indeed we have seen Hublot slowly working its way into the world of professional basketball for a couple years now, mostly with the Miami Heat organization. Now it is clear that Hublot’s ambitions within the NBA are much more.
It started with Dwyane Wade — Hublot signed D-Wade as an Ambassador in Feb 2011, and then the NBA superstar got his very own Hublot King Power in August of 2011. The D-Wade relationship led to a forging of closer ties with the entire Miami Heat organization, manifested in the King Power Miami Heat edition.
I also know that Hublot is cultivating a relationship with the Brooklyn Nets — Hublot was there last year when the new home of the Nets, the Barclays Center. Beyond this, I think that the brass ring Hublot would like to grab here is the NBA itself.
“Hublot – Official Timekeeper of the NBA” anyone?