Lakers Executive Lon Rosen Talks About Ticket Price Changes and Magic Johnson

Lakers’ New Business President Addresses Team’s Future and Ticket Price Increases

In his first media interview as the Lakers’ president of business operations, Lon Rosen confirmed that Magic Johnson will not be involved in day-to-day team activities. During a 20-minute session on Tuesday, Rosen expressed optimism that season-ticket holders would renew their plans, even amid significant price hikes for the upcoming season.

Rosen, who previously served as executive vice president and chief marketing officer for the Dodgers since 2012, assumed the Lakers role following the resignation of Tim Harris. He rejoined the Lakers after Mark Walter’s acquisition of the team was valued at $10 billion.

When asked about Johnson’s current role with the Lakers, Rosen clarified, “Earvin’s involved with all types of things… He’s always gonna have some type of involvement… but he is not gonna have a day-to-day involvement (with the Lakers).” He emphasized that Johnson would continue to support the team as a passionate fan and would not influence operational decisions.

Ticket prices for the 2026-27 season have been a concern for fans. Reports indicate some tickets in the 300-level have seen increases of over 45%, rising from $6,192 to $9,035. Another fan reported a 15% increase, along with an additional 3% fee for tickets not paid for upfront.

Rosen acknowledged the situation, stating, “We hope they renew. And obviously it reflects on what the market is now and the demand for tickets.” He pointed out the correlation between ticket sales and market demand, citing both primary and secondary market trends.

Additionally, Lakers general manager Rob Pelinka highlighted his collaboration with team owners Walter and Jeanie Buss for upcoming basketball decisions. Rosen mentioned that both Andrew Friedman, president of baseball operations for the Dodgers, and special advisor Farhan Zaidi would provide insights to Pelinka and the Lakers.

“Rob’s empowered to do what he does,” Rosen noted. He shared his long-standing relationship with Pelinka, dating back to Pelinka’s days representing Kobe Bryant, underscoring the synergy expected within the team’s leadership framework.