REPORT: Dodgers VP Lon Rosen may be involved in Lakers decision-making moving forward, per Dave McMenamin, due to his strong relationship with Jeanie Buss and Magic Johnson.

A significant shift in the Los Angeles Lakers’ executive landscape might be on the horizon, with ESPN’s Dave McMenamin reporting that Lon Rosen, the current Executive Vice President and Chief Marketing Officer of the Los Angeles Dodgers, could become involved in the Lakers’ decision-making processes. This potential move is largely attributed to Rosen’s long-standing and robust relationships with Lakers controlling owner Jeanie Buss and legendary Laker and businessman Magic Johnson.

This development, if it materializes into a formal role, would mark a unique cross-sport collaboration at the executive level within the Los Angeles sports scene. It also underscores the intricate web of relationships that often drive major decisions in professional sports franchises, particularly in an organization as storied and high-profile as the Lakers.

Lon Rosen: A Deep History in Los Angeles Sports

Lon Rosen is far from a newcomer to the Los Angeles sports and entertainment world. His career spans decades and includes significant stints with both the Lakers and the Dodgers, building a resume that makes him an intriguing figure for potential expanded involvement with the purple and gold.

Rosen’s journey in professional sports began right after college at the iconic Forum, the former home of the Lakers and Kings. He worked his way up from an internship to the Director of Promotions for the Lakers, Kings, and the Forum’s Special Events, a role he held for seven years from 1980 to 1987. This period was a golden age for the Lakers, known as the “Showtime” era, giving Rosen firsthand experience with the team’s culture, fan base, and the broader L.A. sports market during a period of immense success. It was during this time that he forged crucial connections, most notably with Earvin “Magic” Johnson, who would later become his first client when Rosen launched his own sports marketing company, First Team Marketing, in 1987.

His relationship with Magic Johnson deepened considerably as Rosen served as Johnson’s personal agent since 1987, guiding him through his playing career and later, his burgeoning business empire with Magic Johnson Enterprises. Rosen was instrumental in helping Magic Johnson Enterprises become recognized as one of the most successful minority-owned businesses in the country, demonstrating his acumen beyond traditional marketing and promotions.

Rosen’s ties to the Dodgers are equally profound. He first served as Executive Vice President and Chief Marketing Officer for the Dodgers in 2004-2005. After a period working with the William Morris Agency and Lagardère Group, and then rejoining Magic Johnson Enterprises, he returned to the Dodgers in July 2012 in the same EVP and CMO capacity. He played a key role in assisting Magic Johnson and the ownership group in their acquisition of the Dodgers in 2012. Since then, he has been credited with revitalizing the Dodgers brand, overseeing landmark partnerships, driving global fan development, and implementing aggressive digital growth strategies that have led to consistent league-leading attendance and significant growth in the team’s digital footprint.

The Jeanie Buss Connection: A Foundation of Trust

The report from Dave McMenamin specifically highlights Rosen’s “strong relationship with Jeanie Buss.” This connection dates back to their formative years working together at The Forum. Both were among the youngest employees at the time, developing a rapport that has evidently endured. This long-standing personal relationship is a critical factor in the potential for Rosen to step into a more influential role within the Lakers.

Jeanie Buss, as the controlling owner and president of the Lakers, has shown a tendency to lean on trusted advisors and individuals with deep organizational ties. The Buss family’s ownership, which began with Dr. Jerry Buss in 1979, has always prioritized loyalty and relationships within their inner circle. Lon Rosen’s history with the organization and his personal connection to Jeanie Buss provide a foundation of trust that would be invaluable in any advisory or executive capacity. This was evident when Buss sought Rosen’s recommendations for a leadership position within the Lakers’ charitable foundation, leading to the hiring of Kiesha Nix as Vice President of Charitable Affairs, a testament to Rosen’s respected judgment within the Buss organization.

Magic Johnson’s Endorsement: A Powerful Ally

The involvement of Magic Johnson is equally significant. As a Lakers legend, former player, and former President of Basketball Operations, Johnson holds immense sway within the Lakers franchise and with Jeanie Buss. His personal and professional relationship with Lon Rosen, spanning decades from player to business partner, makes him a powerful advocate for Rosen’s potential involvement.

Johnson’s own experiences as an executive, while ultimately short-lived as President of Basketball Operations, demonstrated his desire to see the Lakers return to championship contention. His trust in Rosen’s business acumen and leadership capabilities could provide a crucial endorsement for Rosen’s expanded role, particularly in navigating the complex landscape of professional sports management. Given Johnson’s continued influence and advisory capacity to Jeanie Buss, any recommendation or support from him carries significant weight.

What Would Lon Rosen’s Involvement Entail?

The specifics of Lon Rosen’s potential involvement remain to be seen, as the report does not detail a formal title or specific responsibilities. However, given his extensive background, several areas could benefit from his expertise:

• Marketing and Brand Strategy: This is Rosen’s primary area of expertise with the Dodgers, where he has demonstrably excelled in revitalizing a storied brand. The Lakers, while globally recognized, could always benefit from fresh perspectives on fan engagement, digital presence, and strategic partnerships, especially as they look to maintain their relevance across generations.
• Business Operations: As EVP and CMO, Rosen oversees revenue-generating departments for the Dodgers. His experience in commercial endeavors, sponsorships, and overall business development could be leveraged to enhance the Lakers’ financial operations and expand their reach.
• Strategic Advisory Role: Even without a formal, day-to-day operational title, Rosen could serve as a key strategic advisor to Jeanie Buss and the Lakers’ leadership team. His long history with the organization, coupled with his successful tenure with the Dodgers, provides a valuable outside perspective on team management, organizational structure, and long-term planning.
• Talent Acquisition and Management (Beyond On-Court): While Rosen’s background is not in basketball operations or player personnel, his experience in managing high-profile talent (through his work with Magic Johnson Enterprises and other entertainment personalities) could offer insights into broader talent management strategies within the organization.

The Current Lakers Front Office Landscape

The Lakers’ front office, under Jeanie Buss’s leadership, currently includes key figures like General Manager Rob Pelinka, who also holds the title of Vice President of Basketball Operations. Tim Harris serves as the President of Business Operations. The structure has evolved over time, with various individuals playing significant roles.

The report about Lon Rosen’s potential involvement comes at a time when the Lakers continue to strive for consistent championship contention. While they secured a title in 2020, recent seasons have been marked by inconsistency and a perceived need for stronger, more cohesive decision-making at the top. The franchise recently made headlines with a significant transaction involving the sale of additional interests to Dodgers owner Mark Walter, valuing the team at a staggering $10 billion. This indicates a growing synergy between the Dodgers and Lakers ownership groups, making Rosen’s potential cross-team involvement even more logical.

Implications for Both Franchises

For the Los Angeles Lakers, bringing in Lon Rosen, even in an advisory capacity, signals a potential desire to inject new energy and proven executive talent into their decision-making processes. His strong relationships with key figures like Buss and Johnson could facilitate smoother communication and a more unified vision for the franchise. It could also provide a bridge between the business and basketball sides of the organization, drawing on Rosen’s comprehensive understanding of sports management.

For the Los Angeles Dodgers, Rosen’s current role as EVP and CMO is vital to their continued success. If his involvement with the Lakers becomes a formal, time-consuming commitment, questions might arise about how he balances his responsibilities. However, given the deep ties between the ownership groups of both franchises (with Mark Walter now having significant stakes in both), a collaborative approach where executives share expertise across entities could be a strategic advantage. It reflects a growing trend in professional sports where multi-franchise ownership groups leverage their collective talent and resources.

Dave McMenamin’s report on Lon Rosen’s potential involvement in the Lakers’ decision-making is a significant piece of news that highlights the enduring power of personal relationships in professional sports. Rosen’s extensive and successful career with both the Lakers and Dodgers, coupled with his deep connections to Jeanie Buss and Magic Johnson, position him uniquely to contribute to the Lakers’ future. While the exact nature of his role remains to be defined, his expertise in marketing, business operations, and executive leadership could provide a valuable asset as the Lakers navigate their path forward in a highly competitive NBA landscape. This move could signify a strategic pivot for the Lakers, leaning on trusted, established figures to guide the franchise toward sustained success.