Лос Анжелес Лэйкерс багийн албан ёсны дуудлага худалдааны түнш болсон Goldin компани тус багийн түүхэн дурсгалт зүйлсийг eBay Live платформоор дамжуулан хөгжөөн дэмжигчдэд илүү ойртуулахаар боллоо
Лос Анжелес Лэйкерс багийн домогт тоглогч Мэжик Жонсон өөрийн гарын үсэг бүхий өмсгөлөө дуудлага худалдаанд оруулсан нь аравдугаар сарын 13-нд болсон хаалттай хүлээн авалтын оргил үйл явдал байлаа. Вест Холливудад болсон уг арга хэмжээнд Курт Рамбис, Дерек Фишер зэрэг багийн домогт тоглогчид оролцож, eBay Live платформоор дамжуулан түүхэн дурсгалт зүйлсийг дуудлагаар худалдаалсан юм. Мэжик Жонсоны гарын үсэгтэй өмсгөлөөс олсон орлого “Magic Johnson Foundation”-д хандивлагдах ажээ.
Тус арга хэмжээнд 1972 оны NBA Finals-ын 3 дахь тоглолтод өмссөн Уилт Чемберлений өмсгөл, 1989-90 оны улирлын үнэ цэнтэй тоглогчийн шагналыг хүртэхдээ өмссөн Мэжик Жонсоны өмсгөл, мөн Коби Брайантын 2004 онд Сан Антонио Спөрсийн эсрэг плэйоффын тоглолтод 42 оноо авахдаа өмссөн гарын үсэгтэй Nike Air Zoom Huarache 2K4 пүүз зэрэг үнэт зүйлсийг дэлгэн үзүүлжээ. Түүнчлэн, багийн урт хугацааны хөтлөгч Лоуренс Тантерын 2000-2002 болон 2009-2010 оны аваргын бөгжнүүд олны анхаарлыг татсан байна.
Долоодугаар сард зарласан энэхүү олон жилийн түншлэлийн хүрээнд аравдугаар сарын 28-наас эхлэн Goldin долоо хоног бүрийн лхагва гарагт eBay Live-аар дамжуулан NBA-ийн одоогийн улиралд ашигласан тоног төхөөрөмж болон түүхэн үзмэрүүдийг дуудлагаар худалдаалах юм. Кен Голдин энэхүү хамтын ажиллагааг зөвхөн дуудлага худалдаа төдийгүй багийн түүхийг албан ёсны эх сурвалжаас нь шууд хүргэх боломж гэж үзэж байна. Энэхүү түншлэл нь хувийн цуглуулагчдаас хамааралтай байсан хуучин тогтолцоог өөрчилж, багийн түүхэн архиваас жинхэнэ эх сурвалжтай, баталгаатай дурсгалт зүйлсийг шууд нийлүүлэх боломжийг бүрдүүлж байна.
Goldin нь зөвхөн Лос Анжелес Лэйкерс бус, Детройт Пистонс зэрэг багуудтай хамтран ажиллах замаар мэргэжлийн спортын байгууллагуудтай шууд харилцаа тогтоох стратегийг баримталж байна. Кен Голдины хэлснээр, тэд олон тооны багтай хамтрахаас илүүтэй, түүхэн уламжлал, хүчирхэг фэнүүдийн бааз суурьтай, аваргын төлөө өрсөлдөх чадвартай багуудыг сонгон ажиллахыг зорьж байна. Энэхүү үйл ажиллагаа нь шинээр олон арван мянган оролцогчдыг дуудлага худалдааны зах зээлд татан оролцуулах, компанийн нэр хүндийг өсгөх зорилготой юм.
Дэлгэрэнгүй эх сурвалжийг харах
Эх сурвалжийг нээх ↓
With direct access to Lakers memorabilia, the franchise’s global fan base and eBay’s live-commerce infrastructure, Goldin is drawing on decades of auction expertise to bring sports history to mainstream fans and established collectors alike.
Magic Johnson signed his name three times across a purple Los Angeles Lakers jersey before Ken Goldin brought it to auction.
The five-time NBA champion was among the Lakers legends participating in an invitation-only gathering at a private residence in West Hollywood on October 13. Public figures, private collectors, athletes, and industry figures, including Rob Veres of Burbank Sports Cards and members of the Trove Media team, gathered for an evening of live signings, historical memorabilia and auctions streamed through eBay Live.
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Johnson’s signed jersey was auctioned, with proceeds benefiting the Magic Johnson Foundation. Lakers legends Kurt Rambis and Derek Fisher also participated in the evening, while Goldin presented an assortment of collectibles spanning generations of Lakers history.
Elsewhere in the residence, a Wilt Chamberlain jersey photo-matched to Game 3 of the 1972 NBA Finals stood alongside a Magic Johnson jersey worn during his 1989–90 MVP season. Kobe Bryant’s twice-signed Nike Air Zoom Huarache 2K4 sneakers, worn during his 42-point playoff performance against the San Antonio Spurs in 2004, were also on display. Five championship rings belonging to longtime Lakers public-address announcer Lawrence Tanter represented the franchise’s championship runs from 2000 to 2002 and 2009 to 2010.
The evening marked the first major activation of Goldin’s multiyear partnership with the Lakers, announced in July, which named the eBay-owned company the franchise’s official auction house sponsor. Beginning October 28, Goldin will introduce weekly Wednesday auctions on eBay Live, bringing together historical memorabilia and equipment used during the current NBA season.
For Ken Goldin, the choice of partner was deliberate.
“Look, for me, I wanted to start at the top,” Goldin told Sam Goodman, Mantel contributor and founder of SOMOS Index, pointing to the Lakers’ championship history, international recognition and generations of culturally significant players.
The agreement represents more than an opportunity to sell memorabilia associated with one of basketball’s most recognizable franchises. It connects Goldin directly with the organization producing and preserving those objects, while opening access to the global audience that gives them cultural and commercial significance.
The Goldin Advantage
Auction houses have traditionally relied on private collectors, dealers and consignors to bring valuable memorabilia to market. A historically significant jersey might remain in a personal collection for decades before its owner decides to sell.
Goldin’s Lakers partnership introduces a different approach, establishing a direct relationship with the franchise rather than depending exclusively on owners bringing memorabilia to auction.
“How does working with professional sports organizations change your approach to sourcing inventory?” Goodman asked.
“For us, it gives us a guaranteed supply without competition,” Goldin responded.
The agreement gives Goldin access to selected memorabilia from the Lakers’ historical archives alongside contemporary game-used equipment, including jerseys, basketballs and nets. Rather than competing for those objects once they enter private collections, the auction house can source them through the organization itself.
That relationship is particularly important in a market where an object’s value depends not only on who used it, but also on the ability to establish its history.
“To us, provenance and authenticity is the number one thing,” Goldin explained. “Is it real? Is it authentic? We are getting it from the source.”
Acquiring memorabilia directly from the franchise provides a clearer chain of custody, connecting an item’s documented use to its eventual sale. For collectors, that provenance can be as important as the athlete or performance associated with it.
Direct sourcing also changes how quickly memorabilia can reach the market.
Goldin described how equipment associated with a significant performance could potentially reach auction as soon as the following day, rather than spending years circulating through private collections. The same relationship could allow collectors to pursue objects before their significance has even been established.
He outlined plans for a service allowing fans to arrange the purchase of game-worn memorabilia before an upcoming matchup. A collector, for example, could request an Austin Reaves jersey without knowing whether the player will deliver an ordinary performance or a career-defining night.
The distinction is significant. Historically, collectors have often pursued memorabilia after an athlete or moment has become important. Goldin’s approach could allow them to acquire objects tied to moments whose place in sports history has yet to be determined.
For an auction house built around bringing desirable collectibles to market, the Lakers relationship provides a closer connection to the athletes, games and organizations responsible for creating them.
The Power of the Purple and Gold
The Lakers offer Goldin something beyond a collection of historic jerseys and game-used equipment.
Few professional sports franchises have a cultural identity as recognizable as the Lakers. From Magic Johnson and Kobe Bryant to LeBron James and Luka Dončić, the team’s history extends across generations of basketball, entertainment and popular culture.
That recognition also gives Goldin access to an audience far larger than the established sports memorabilia market.
“Part of our deal is that this is going to be promoted to the millions of fans that are in the Lakers database and maybe not in my auction database,” Goldin explained.
For an auction house accustomed to reaching customers through collectors, dealers and existing marketplace participants, the franchise relationship creates another path to potential buyers.
A lifelong Lakers fan may have attended games, purchased jerseys and followed the team’s biggest moments without ever participating in a memorabilia auction. Through the partnership, that same fan could encounter an opportunity to own an object directly connected to a favorite player or memorable performance.
Goldin has previously used entertainment to introduce collecting to audiences outside the traditional hobby.
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Netflix’s King of Collectibles: The Goldin Touch, which premiered in 2023, brought viewers inside the auction house, following the personalities, historic objects and competitive transactions that define its business.
The Lakers partnership approaches audience development from another direction.
Where Netflix introduced collecting through entertainment, the franchise relationship allows Goldin to reach potential customers through their existing attachment to a team and its players. Rather than asking viewers to become interested in collectibles generally, Goldin can introduce memorabilia connected to athletes and moments they already care about.
The inventory itself is intended to serve a broader range of buyers.
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“We’re going to have something for everybody and we’re going to have something from every player,” Goldin said.
Alongside premium game-worn jerseys and historically significant artifacts, Goldin plans to offer more accessible collectibles and unusual objects connected to players throughout the roster. Potential offerings include media-day jerseys, game-used basketballs, locker-room nameplates and equipment associated with the franchise.
For established collectors, that creates another source of rare and historically significant memorabilia. For Lakers fans unfamiliar with auctions, it introduces collecting through a relationship they already have with the team.
Exposure to the Lakers’ global audience does not guarantee that those fans will become collectors. But it gives Goldin a direct channel to potential customers beyond the people who already participate in its auctions, expanding the audience for the memorabilia the partnership brings to market.
Beyond the Auction Block
Ken Goldin’s experience with live selling dates back decades. Long before the rise of livestream shopping, he sold sports memorabilia to television audiences through QVC and the Home Shopping Network.
In 2024, eBay acquired Goldin, connecting its established auction business with a global marketplace and digital commerce infrastructure.
The Lakers partnership brings those capabilities together with something traditional auction houses cannot always count on: a continuing source of memorabilia tied to a franchise whose history is still being written.
Beginning October 28, Goldin will introduce weekly Wednesday Lakers auctions through Goldin on eBay Live, offering historical collectibles alongside contemporary game-used equipment throughout the NBA season.
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“We’re doing so much more than an auction; we’re creating a real show each week that is entertaining, fast-paced, and interactive,” Goldin said in the company’s October announcement.
For an auction business historically organized around consignments and scheduled sales, recurring programming introduces a different rhythm.
Rather than waiting for individual collections to become available, Goldin can organize regular auctions around memorabilia sourced through the franchise. The NBA season provides a natural calendar, with each game creating the possibility of another significant performance, while the Lakers’ archives offer decades of material beyond the current roster.
The October 13 activation offered an early example of how those elements could work together.
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Magic Johnson’s live jersey signing placed one of basketball’s most recognizable figures directly into the presentation of an object associated with his career. Ken Goldin brought the jersey to auction, while eBay Live extended participation beyond the collectors and guests gathered in West Hollywood.
The athlete, the memorabilia and the transaction became part of the same event.
Goldin’s traditional auction platform will continue offering Lakers memorabilia alongside its eBay Live programming, allowing the partnership to serve established collectors while developing a recurring format for new audiences.
For Ken Goldin, whose career has spanned televised selling, high-end auctions and digital marketplaces, live commerce represents another way to connect collectors with the objects and stories that have long defined his business.
The difference now is that Goldin has a direct relationship with the franchise supplying those stories.
A League of Opportunities
The Lakers are not the only professional sports organization Goldin is pursuing.
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The company has also announced a partnership with the Detroit Pistons, reflecting a broader effort to establish direct relationships with teams rather than relying solely on traditional consignment channels.
During his conversation with Mantel, Goldin discussed the possibility of expanding the model across major professional sports leagues. But he made clear that the company is not interested in accumulating partnerships simply for the sake of increasing their number.
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“We’re not looking to sign 100 teams,” he said.
Instead, Goldin described a selective approach focused on franchises with established histories, strong fan communities, recognizable identities and championship potential.
The Lakers provide a particularly compelling starting point. Their decades of championships, internationally recognized players and extensive historical archives offer valuable inventory, while the team’s global audience creates opportunities to reach collectors and fans well beyond the existing auction market.
Whether other franchise relationships can deliver similar results remains an open question.
For Goldin, the success of the Lakers partnership will depend on more than the number of objects brought to auction.
“I think success is going to not only be determined by sales,” he explained. “Success is going to be determined by selling prices. Are we getting good prices?”
The company is also looking at whether the partnership attracts new bidders, increases Goldin’s visibility and generates interest from other professional sports organizations.
“How much do we raise our profile? Did we gain X number of tens of thousands new bidders?”
Those measures offer a clearer picture of the company’s ambitions. Strong auction results would demonstrate demand for the memorabilia itself. New bidders would suggest that access to the Lakers’ fan base is translating into customers. Additional franchise relationships could indicate that the model has applications beyond one of basketball’s most recognizable teams.
None of those outcomes is guaranteed. But the partnership gives Goldin an opportunity to test how direct access to professional sports organizations can change both the supply of memorabilia and the audience participating in its sale.
Goldin has spent decades building a business around bringing pieces of sports history to auction. Its partnership with the Lakers creates an opportunity to connect that business more directly with history as it unfolds.
