LOS ANGELES, January 18, 2026 — As part of its ongoing international tourism promotion campaign in partnership with the Los Angeles Lakers, Riviera Nayarit took center stage today at Lakers Live, a fan-focused pregame event held at Peacock Place, located outside the Crypto.com Arena ahead of the Lakers’ matchup against the Toronto Raptors.
The activation welcomed approximately 4,000 fans, who engaged with the Riviera Nayarit brand through interactive experiences and the distribution of promotional items highlighting the destination’s diverse attractions, strong air connectivity, and position as the Official Tourism Destination of the Los Angeles Lakers.
The event forms part of a broader series of fan engagement initiatives, including upcoming Lakers Live activations and Game Night experiences scheduled throughout the coming months.
Today’s activation follows a historic milestone for the Mexican state of Nayarit, which recently became the first travel destination to partner officially with the Los Angeles Lakers. Through the agreement, Nayarit is now recognized as the Lakers’ Official Mexican Destination, further strengthening its growing presence within the U.S. sports and entertainment landscape.
The fan-centered campaign is designed to create ongoing opportunities for engagement through social media interactions, in-arena branding, and immersive experiences that connect Lakers fans directly with the destination.
As part of the partnership, Riviera Nayarit will enjoy a strong presence during Lakers home games, including prominently branded spaces throughout the arena, on-court visibility, and exposure across television broadcasts. Content will also be distributed through the Lakers’ extensive digital platforms, which collectively reach more than 70 million followers worldwide.
The collaboration extends beyond branding to include exclusive hospitality experiences, ticketing packages, and co-branded merchandise, which will be incorporated into raffles and loyalty initiatives aimed at further strengthening fan engagement with the Riviera Nayarit tourism brand. With this landmark partnership, Nayarit continues to position itself as the Destination of the Major Leagues, leveraging world-class sports platforms to reach new audiences and elevate its profile as one of Mexico’s premier luxury and experiential travel destinations.
About ENroute Communications
ENroute Communications is a leading travel and tourism public relations agency specializing in Mexico and international destination marketing. With more than two decades of combined experience representing destinations across the country, the agency develops and executes integrated communications strategies in the United States and Canada, including media relations, brand positioning, strategic partnerships and high-impact campaigns.
As the public relations agency of record for Nayarit in North America, ENroute Communications has played a key role in elevating the destination’s visibility among top-tier media, travel advisors and industry stakeholders, positioning Nayarit as one of Mexico’s most dynamic and fast-growing tourism destinations.
