Leading cement manufacturer Holcim Philippines is tapping into the Filipinos’ love for basketball to help promote the company and its products, as it recently paired-up with the Philippine Basketball Association (PBA).
The cement maker signed on to be one the of the league’s sponsors will be known as the “Official Cement of the PBA” for the Philippines Cup, Commissioner’s Cup and Governor’s Cup of the 2014 Season. Holcim Philippines CEO Eduardo A. Sahagun and the PBA Commissioner Chito Salud signed the Memorandum of Agreement on Dec. 22, 2013.
Under the agreement, Holcim Philippines will display its logo and other marketing materials during live games. The company may also participate in the PBA’s CSR programs.
Holcim Philippines Senior Vice President for Commercial William C. Sumalinog said the company is excited to become a partner of Asia’s first professional basketball league, whose large following will provide a boost to Holcim Philippines.
“We believe that the PBA is an ideal partner of Holcim Philippines as the league best exemplifies our company’s values of strength, performance and passion. With fans again expected to closely follow another thrilling season of the league, being known as the ‘Official Cement of the PBA’ will help us further raise awareness about Holcim Philippines and its products such as Holcim 4X, Holcim Excel, Holcim Wallright, Holcim Tile Adhesive, Holcim Skim Coat and Holcim RMX Concrete,” he said.
Millions of fans nationwide watch the PBA’s games broadcast every Wednesdays, Saturdays and Sundays. Attendance to live games, played at venues in Manila and the provinces, reach up to 18,000 during the playoffs.