In case you had somehow forgotten or missed the news: the Los Angeles Lakers begin their 2026-27 season Wednesday night at home against the Golden State Warriors. To commemorate the start of another year, Luka Dončić, Los Angeles’ unparalleled face of the franchise, took out a full-page ad in the LA Times to address Lakers fans ahead of Wednesday’s season opener.
Dončić touches on the team’s ultimate goal of winning a championship, the pride he and his teammates feeling wearing Lakers colors, the unifying
nature of sports fandom, how welcomed he’s felt in Los Angeles since arriving 20 months ago and a slew of other topics.
During his days with the Dallas Mavericks, Dončić embedded himself in the Dallas community. That’s seemingly carried over to his Lakers tenure as well. He’s repeatedly been involved with the Los Angeles community and made clear how at home he feels in the city.
When wildfires devastated parts of Los Angeles in 2025, Dončić, shortly after being traded to the Lakers, donated $500,000 through the Luka Dončić Foundation. When Dončić learned of a GoFundMe campaign to help restore a vandalized mural of Kobe and Gianna Bryant in April 2025, he met the $5,000 fundraiser goal himself. On other occasions, he’s helped enhance game-day experiences for fans.
Wednesday’s ad is yet another example of Dončić connecting with the Lakers fanbase and showcasing his commitment to being the face of the franchise. Because of the attention and hype surrounding Dončić‘s entrance to the NBA 8.5 years ago, much has been expected of him for many years. And because of how well he’s played, earning six All-NBA nods and four top-five MVP finishes, much has continued to be expected of him.
Of course, those expectations largely revolve around his on-court play. But a superstar of Dončić’s magnitude is often required to stretch their scope beyond in-game performance. Dončić clearly understands and embraces his responsibilities. No matter which city and franchise he’s called home, he’s been a mainstay in the community and sought to better the lives of his supporters in some capacity. Now, it’s time to see whether this team is ready to reach the championship aspirations Dončić has laid out.
You can follow Jackson on Twitter at @jackfrank_jjf.
