Within a decade, the record-setting price for the Los Angeles Lakers could look like a bargain. Jessica Toonkel and Mark Maurer of the Wall Street Journal reported the investment firm led by Josh Kushner is projecting the Lakers could be worth $30 billion inside another 10 years. Kushner and Bob Iger are at the front of the ownership group that agreed to purchase the Lakers from Mark Walter for $12.5 billion.

Kushner is seeking minority investors and made an aggressive pitch on how NBA and Lakers revenues may climb. He cited the possibility for expansion. The NBA is exploring franchises in Seattle and Las Vegas, but no concrete plans exist. The league continues to widen its footprint outside the U.S. Commissioner Adam Silver has set a target of 2027-28 to launch the NBA's Europe-based competition.

Media rights money is another factor. The Wall Street Journal reported Kushner's firm plans for the NBA's national TV money to double when the negotiating window next opens. In 2024, it secured $77 billion over 11 years. The last facet is the biggest variable. Concerns over the sports TV bubble popping span decades, yet money continues to flow.