When prospective free agents once walked into the Lakers’ facility, the visuals spoke for themselves.
The Lakers’ 10 of their 16 NBA championships in Jeanie Buss’ office sit outside of a window overseeing the practice facility, reinforcing what drives the franchise. The Lakers’ championship banners and retired jerseys hang on the walls of the practice court, showing the opportunity and pressure to follow along the strong lineage of NBA greats. Outside of the Lakers’ headquarters stood the rest of the city of Los Angeles with beautiful beaches, Hollywood marketing opportunities and perfect climate provides the perfect backdrop on what becomes available as a Laker.
But the times have changed. The Lakers are coming off their worst season in L.A. franchise history. A new labor deal constructed three years ago has both ensured harsher penalties for high-spending teams and a more competitive landscape. As much as the Lakers’ brand remains global, such prospective free agents have reached their own brands in that stratosphere even without playing in a big market.
So once free agency hits Monday night at 9:01 p.m., how will the Lakers sell their franchise beyond just pointing to their trophies?
“We do more than that. It depends,” Lakers general manager Mitch Kupchak said Thursday following the NBA Draft at the team’s practice facility in El Segundo. “Sometimes you have to go to their city and you can’t point to the trophies. Sometimes they come here. Sometimes you have to go to an office in Beverly Hills and meet there. Every situation is different too and unique. Every player looks at things differently. A lot of times free agencies are conducted by phone at midnight and sometimes it’s a process that involves a presentation and a trip on an airplane.”
So what will that process entail for high-profile agents, such as LeBron James and Carmelo Anthony? The Lakers want to meet with both prospects, but have not received clarity on if that would happen. But Kupchak said in general terms that the Lakers are fully ready to make their pitch to players of such star caliber if given the opportunity.
“If any of those players want to make a move, we’re prepared,” Kupchak said. “When we get word, when we’re allowed to get word, we’ll go all out.”
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