LOS ANGELES — Lon Rosen has stepped into his role as the new president of business operations for the Los Angeles Lakers, marking a significant milestone as the first major hire made by Mark Walter, the team’s majority owner. In his new position, Rosen expressed confidence in the continuation of Rob Pelinka as president of basketball operations.
Rosen described Pelinka’s role as empowered and vital to the Lakers’ organization. He mentioned that Andrew Friedman, the president of baseball operations for the Los Angeles Dodgers, along with special adviser Farhan Zaidi, would lend their expertise to support Pelinka. “It gives you a deeper bench, and I think Rob appreciates that. It is unique, but they have a skill set (where) they can transfer some of it here,” Rosen noted about the collaborative effort between the teams.
Rosen’s tenure comes soon after the Lakers were sold at a staggering $10 billion valuation, and uncertainty around Pelinka’s future had been circulating within the league. However, Pelinka affirmed post-trade deadline that he, along with governor Jeanie Buss and Walter, are committed to unified decision-making. He emphasized the benefit of tapping into the Dodgers’ success and wisdom, particularly from Friedman to improve the franchise’s operations.
Rosen was appointed president of business operations following the resignation of veteran executive Tim Harris. He confirmed in a recent interview that ticket prices for the upcoming season will see an increase, which is aligned with current market demand. One season ticket holder reported a staggering 45.9 percent increase in ticket prices for the 300 section. “We hope they renew,” Rosen stated, highlighting the fluctuating demand and sales dynamics in both primary and secondary markets.
Previously, Rosen served as the longtime agent for Magic Johnson before joining the Dodgers as executive vice president and chief marketing officer in 2012. While he will continue to have some responsibilities with the Dodgers, he emphasized that his primary focus would now be on the Lakers. Additionally, he clarified that Johnson would not return to a day-to-day role but would maintain his position as an ambassador and enthusiastic supporter of the team.
Rosen asserted that Johnson’s commitment to the Lakers remains strong, insisting that while he will not be involved in daily operations, he will always be a “super Laker fan.” This continued connection speaks to the rich history and vibrant fan culture surrounding the franchise, promising intriguing developments as the Lakers navigate the upcoming season.