In a stunning and unexpected development, tech mogul Elon Musk is reportedly proposing a $600 million investment to upgrade the iconic Crypto.com Arena, home to the Los Angeles Lakers. In return, Musk is seeking exclusive, long-term advertising rights prominently linked to the team a move that could rebrand elements of the franchise with Tesla, X (formerly Twitter), or even SpaceX.
Sources close to the situation say Musk envisions a multi-year overhaul of the facility, with enhancements in sustainability, augmented reality fan experiences, autonomous valet services, and high-speed neural network streaming via Starlink. The proposal also reportedly includes rebranding rights that could see entire sections of the arena, VIP lounges, and even in-game broadcast integrations bearing Musk’s companies’ names and designs.
“This would be a sports and tech revolution,” said an anonymous executive familiar with the talks. “Elon sees this as a flagship venue for the future of entertainment and innovation.”
However, the announcement sparked swift and passionate reactions most notably from JJ Redick, recently named the Lakers’ new head coach.
In a candid response during a press conference, Redick didn’t mince words. “With all due respect to Mr. Musk, this is the Los Angeles Lakers not a billboard for billionaires,” Redick said firmly. “Our arena isn’t just a place to showcase brands. It’s where legends are made. We’re focused on culture, legacy, and basketball. Not spectacle.”
Redick, known for his articulate and thoughtful takes even during his time as an analyst, elaborated further: “When you talk about long-term influence, it shouldn’t come from the outside in. The identity of this team comes from within. Magic, Kobe, Shaq, LeBron they built this place. You can’t buy that.”
While some fans expressed excitement over the potential for a state-of-the-art facility backed by Musk’s ambitious vision, others echoed Redick’s sentiments, worried the team could lose its storied identity to commercial overreach.
“I’m all for tech,” one fan tweeted. “But I don’t want to see the ‘X-Court presented by Tesla’ during a Kobe tribute night.”
As of now, Lakers management has not made any formal comments on the proposal, though sources suggest internal discussions are ongoing. Musk, characteristically cryptic, posted a single on X, leading to a storm of speculation.
