South Bay Lakers
The South Bay Lakers, rebranding to the Coachella Valley Lakers for 2026-27, is the NBA G League developmental affiliate of the Los Angeles Lakers, playing 24 home games per season at Acrisure Arena in Palm Desert, California. The team develops NBA talent and serves basketball fans in the Coachella Valley through ticket memberships, premium experiences, and merchandise.
- Company typePrivate
- Founded2006
- HeadquartersPalm Desert, United States
- Headcount11–50
- GTM typeB2C
- OfferingServices
What South Bay Lakers does
The South Bay Lakers, rebranding to the Coachella Valley Lakers for the 2026-27 season, is the NBA G League developmental affiliate of the Los Angeles Lakers organization. Founded in 2006 as the Los Angeles D-Fenders (later renamed South Bay Lakers in 2017), the franchise was the first NBA team to own and operate its own G League affiliate. The team develops NBA talent through direct player assignments from the Lakers and has produced 60+ NBA call-ups across 38 players in its history, including current Lakers guard Austin Reaves. For the inaugural 2026-27 season, the team is relocating from El Segundo, California to the Coachella Valley, where it will play 24 home games per season at Acrisure Arena, an 11,000+ capacity venue operated by Oak View Group in Palm Desert.
The franchise's core product is professional developmental basketball, monetized through a direct-to-consumer revenue model comprising season ticket memberships (starting at $20 per game for all 24 home games), premium memberships (with VIP parking, club access, and priority event access), single-game and group ticket sales, and merchandise sold via the NBA G League store. Distribution is anchored by the official team website, Ticketmaster for digital ticketing, Acrisure Arena's box office, and Spectrum SportsNet as broadcast partner. The team is supported by a 29-person operating staff led by Head Coach Zach Guthrie and is owned entirely by the Los Angeles Lakers organization, making it a wholly-owned subsidiary rather than an independent business entity. In 2025-26, the team posted a 26-10 regular season record, securing the No. 1 seed in the Western Conference under the South Bay Lakers brand.
South Bay Lakers firmographics
Firmographics- Name
- South Bay Lakers
- Legal name
- Coachella Valley Lakers
- Website
- https://southbay.gleague.nba.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- The South Bay Lakers, rebranding to the Coachella Valley Lakers for 2026-27, is the NBA G League developmental affiliate of the Los Angeles Lakers, playing 24 home games per season at Acrisure Arena in Palm Desert, California. The team develops NBA talent and serves basketball fans in the Coachella Valley through ticket memberships, premium experiences, and merchandise.
- Ownership category
- akta.pro rank
South Bay Lakers industry classification
Industry- Product category
- Professional Sports Team
- NAICS
- Fitness and Recreational Sports Centers (713940)
- SIC
- Services-Amusement & Recreation Services (7900)
- akta.pro primary industry
- Basketball Leagues (MPAKAAAD)
- akta.pro secondary industry
- Franchise Ownership Groups & Multi-Club Organizations (Multi-team owners, holding companies) (MPAKABAJ)
Keywords
Where South Bay Lakers is headquartered
LocationHeadquarters
- HQ city
- Palm Desert
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
South Bay Lakers business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Personnel, Operations, Marketing or Sales, Infrastructure
Revenue model
- Ticket Sales: Revenue from single game tickets, season ticket memberships, group tickets, and premium experiences at Acrisure Arena for home games.
- Merchandise: Sales of branded merchandise including jerseys, apparel, and accessories through the NBA G League Store and team store.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Season Ticket Memberships - General |
| Subscription | Annual | Premium Memberships |
| Other | Pay-as-you-go | Season Ticket Deposits |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels8 records
South Bay Lakers product offering
Product offeringCore offering
South Bay Lakers (becoming Coachella Valley Lakers in 2026-27) operates as the NBA G League developmental affiliate of the Los Angeles Lakers, fielding a professional basketball team that plays home games at Acrisure Arena in Palm Desert, California. The organization sells season ticket memberships, premium memberships, single game tickets, group tickets, and branded merchandise, while developing NBA players through assignments from the parent Lakers franchise.
Product overview
The Coachella Valley Lakers (formerly South Bay Lakers) is the NBA G League affiliate of the Los Angeles Lakers, offering professional developmental basketball as its core product. The team's product portfolio includes season ticket memberships and premium memberships providing exclusive benefits at home games, single game tickets, and group tickets for games at Acrisure Arena. The organization also operates a merchandise store and mobile application. The team develops NBA talent through assignments from the parent Lakers franchise and has facilitated over 60 NBA call-ups across its history. The franchise is relocating to Coachella Valley for the 2026-27 inaugural season.
Differentiator
Problem solved
Functional benefit
Products and services
- NBA G League Basketball Games Professional developmental basketball games as the NBA G League affiliate of the Los Angeles Lakers, developing players for potential NBA call-ups and assignments.
- Season Ticket Memberships Full-season ticket packages for the Coachella Valley Lakers inaugural 2026-27 season at Acrisure Arena, offering 24 home games with exclusive member benefits including priority seating, merchandise discounts, and member-only events.
- Premium Memberships Elevated game day experience offering premium seating, exclusive club access, VIP parking, private entrances, member-only events, and priority access to arena concerts and sporting events.
- Single Game Tickets Individual game tickets for home games at Acrisure Arena for the Coachella Valley Lakers NBA G League team.
- Group Tickets Group ticket packages for fans attending Coachella Valley Lakers games together, available through the team's ticket center.
- Team Merchandise Store Official merchandise store offering South Bay Lakers and Coachella Valley Lakers branded apparel and goods through the NBA G League store.
- Mobile App Mobile application for accessing Coachella Valley Lakers schedules, tickets, and team information on mobile devices.
Quantifiable outcome
- 60+ NBA players called up from the franchise over its history
- +1 more outcomes
Companies that use South Bay Lakers
Customer profileSegments1 record
Ideal customer profiles2 records
South Bay Lakers technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
South Bay Lakers partnerships and signals
Strategic signalPartnerships
Six partnerships are on record, tiered flagship, core and minor.
- Walter Clark Legal GroupflagshipWalter Clark Legal Group is the Title Partner and Official Law Firm of the Coachella Valley Lakers. Partnership announced during inaugural season ticket launch.
- Acrisure ArenacoreAcrisure Arena in Palm Desert, California serves as the home venue for Coachella Valley Lakers beginning with the 2026-27 season. The 11,000+ capacity arena opened in December 2022 and is operated by Oak View Group. The partnership brings professional basketball to the Coachella Valley region.
- Oak View GroupcoreOak View Group (OVG) operates Acrisure Arena and partnered with the Lakers to bring the G League team to Coachella Valley. Senior Partner Irving Azoff has long-time relationship with Lakers ownership.
- Visit Greater Palm SpringscoreRegional tourism authority that collaborated with Oak View Group, Lakers organization, and county officials to bring the G League franchise to Coachella Valley.
- Los Angeles LakerscoreParent NBA organization. The Lakers are the first NBA team to own and operate their G League affiliate. Provide assignment players and serve as the pathway for call-ups to the NBA.
- Coachella Valley FirebirdsminorAHL affiliate of Seattle Kraken also based at Acrisure Arena. Co-tenant sharing the same venue as Coachella Valley Lakers.
Scale indicators5 records
Recent moves8 records
Expansion highlights4 records
South Bay Lakers competitors and assessment
Company assessmentDirect peers
- Memphis Hustle: NBA G League affiliate of the Memphis Grizzlies, playing at the FedExForum sub-venue. Comparable as a single-affiliate G League team owned by a parent NBA franchise with similar revenue model of tickets, merchandise, and sponsorship.
- Austin Spurs: NBA G League affiliate of the San Antonio Spurs based in Cedar Park, TX. Comparable as a single-affiliate G League team offering season ticket memberships, merchandise, and premium experiences to a regional fan base.
- Salt Lake City Stars: NBA G League affiliate of the Utah Jazz. Comparable single-affiliate structure with similar coaching and player-development focus; shares head coach relationships (Juan Torres, South Bay's Head Athletic Trainer, previously served the Stars).
- Wisconsin Herd: NBA G League affiliate of the Milwaukee Bucks. Comparable single-affiliate minor league basketball team with similar ticketing, merchandise, and sponsorship revenue streams in a regional mid-size market.
- Santa Cruz Warriors: NBA G League affiliate of the Golden State Warriors based in Northern California. Closely comparable in product, league affiliation, and California-market operations; rival for the California fan base.
- Cleveland Charge: NBA G League affiliate of the Cleveland Cavaliers playing at Rocket Mortgage FieldHouse. Directly comparable in league structure, parent-team ownership, and ticketed minor league basketball product.
- Stockton Kings: NBA G League affiliate of the Sacramento Kings. Directly comparable California-based G League team with similar fan-base development and ticketing model.
- Capital City Go-Go: NBA G League affiliate of the Washington Wizards, operating as a single-affiliate minor league basketball team selling tickets, merchandise, and premium experiences. Closest direct comparable in league structure, ownership model (parent-NBA team), and product offering.
Regional players
- Coachella Valley Firebirds: AHL affiliate of the Seattle Kraken sharing Acrisure Arena as co-tenant with the Coachella Valley Lakers. Comparable as a minor-league professional sports team operating in the same venue, sharing operational arrangements with OVG.
Broad incumbents
- Los Angeles Lakers: Parent NBA franchise and owner of the South Bay / Coachella Valley Lakers. The broader incumbent in the parent NBA league, offering overlapping basketball entertainment in the same regional market at a higher price point.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
South Bay Lakers social profiles
Digital presenceSouth Bay Lakers financial estimates
Financial estimateRevenue estimate
Valuation estimate
South Bay Lakers leadership team
Management profileNumber of profiles
Profiles10 records
South Bay Lakers funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
South Bay Lakers M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about South Bay Lakers
What does South Bay Lakers do?
South Bay Lakers (becoming Coachella Valley Lakers in 2026-27) operates as the NBA G League developmental affiliate of the Los Angeles Lakers, fielding a professional basketball team that plays home games at Acrisure Arena in Palm Desert, California. The organization sells season ticket memberships, premium memberships, single game tickets, group tickets, and branded merchandise, while developing NBA players through assignments from the parent Lakers franchise.
Is South Bay Lakers a public or private company?
South Bay Lakers is a private company. It is classified as corporate owned and is currently operating.
When was South Bay Lakers founded?
South Bay Lakers was founded in 2006. It employs 11 to 50 people.
Where is South Bay Lakers based?
South Bay Lakers is headquartered in Palm Desert, United States, in the North America region.
How does South Bay Lakers make money?
Two revenue lines are on record. Ticket Sales are the primary driver. The others are merchandise.
Who are South Bay Lakers's main competitors?
Direct peers on record are Memphis Hustle, Austin Spurs, Salt Lake City Stars, Wisconsin Herd, Santa Cruz Warriors, Cleveland Charge, Stockton Kings and Capital City Go-Go. Coachella Valley Firebirds is listed as a regional player. Los Angeles Lakers is listed as a broad incumbent.
Does South Bay Lakers have an API?
No public API is recorded for South Bay Lakers.
What industry is South Bay Lakers in?
South Bay Lakers's product category is Professional Sports Team. Its primary akta.pro industry code is MPAKAAAD, Basketball Leagues, with a secondary code of MPAKABAJ, Franchise Ownership Groups & Multi-Club Organizations (Multi-team owners, holding companies). Its NAICS code is 713940 and its SIC code is 7900.