Los Angeles Lakers is an athletic organization that has mastered the art of recognizing market trends. Social media accounts have attracted millions of people to the club, surpassing any other sport team. The club shares not just match highlights on YouTube, Facebook and Twitter, but short passes and goals that are interesting to its fans. Gough, 2022. The Laker’s understanding of social media dynamics allowed them to gain more than 9,000,000 Facebook fans. This is more than both the Golden State Warriors (6.6 million) and the Miami Heat (4.8 million). Social media platforms have many benefits due to their low cost and accessibility worldwide (Mullins, et al. 2014). Not the quantity of posts made, the quality of interaction via social media platforms is determined by the level of engagement and quality that comes from the postings. Los Angeles engages its Internet consumers by responding to their fans and interacting with them. Nearly every Lakers post on Facebook has at least 1,000 shares or comments. Through the TikTok App, Lakers fans can also interact with them. TikTok has over 500,000 followers. Laker has been seen by over 365 million users.
Although the company has repositioned its goods, it remains loyal to its goals. Its mission is to provide a global customer experience and loyalty. GaryVeeTV (2020): The team provides its fans with high-quality, engaging, educational and entertaining experiences. To attract both local and global supporters, the sports team uses TikTok as one of its social media platforms. Contrary to the Miami Dolphins’ internet followers, which decrease, LA Laker’s digital brand equity is strong because of their constant fan participation. LA Laker’s global strength and visibility has been attributed to their digital marketing (Mullin and al., 2014). Like the Los Angeles Lakers’ digital marketing, all other clubs in sports should have a pro-active digital marketing plan.