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    Tanduay relishes winning partnership with reigning NBA champions Warriors

    Jun 14, 2018
    Tanduay Rum president Bong Tan takes part in a shootout during the MPBL opening. Marlo Cueto

    AFTER netting an NBA championship in the first year of its partnership with the Golden State Warriors, Tanduay Rum is looking to extend its tie-up with the Bay Area-based ballclub once the franchise settles in its new home by the 2019-20 season.

    Tanduay president Lucio Tan Jr. bared his company holds the option to go beyond the initial two-year sponsorship deal he has with the Warriors after the franchise won a second straight NBA title  behind a four-game sweep of the Cleveland Cavaliers in the finals.

    The company plans to exercise that option, Tan said.

    The Warriors will be playing their final year at Oracle Arena next year as the team is set to move to its new home at the 18,000-seater Chase Center in Mission Bay by the 2019 season.

    “Next year kasi last na nila (Warriors) sa Oracle. Pero may option tayo na i-continue (yung sponsorship) sa bagong venue nila,” said Tan during the opener of the second season of the Maharlika Pilipinas Basketball League (MPBL) at the Smart Araneta Coliseum, where the business tycoon also sponsors the inaugural champion Batangas Athletics team.

    Tan obviously is happy with the collaboration that made Tanduay the official rum of the reigning NBA champions after becoming the first Philippine company to forge a partnership with a champion NBA franchise.

    “Partner tayo sa No. 1 team. E yung Tanduay number one rum in the world na, so magandan partnership,” said the soft-spoken son of tycoon Lucio Tan Sr.

    Tanduay has already surpassed perennial market leader Bacardi, a Puerto Rican brand, as the world’s No. 1 rum in terms of sales volume, according to Tan.

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    “Nilagpasan na natin 'yung Bacardi last year pa,” he disclosed.

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      Tan, however, refused to reveal the price, or even just a ballpark figure, of the tie-up.

      He did say though, Golden State management was pleased with the partnership, which allowed Tanduay to have its own VIP section inside the Oracle Arena.

      “Meron tayong box sa Oracle, yung Tanduay Rum Bar,” said Tan. “Mga VIP ang pinapapasok. May dalawang bar doon tapos may mga mixers tayon dun.”

      It also helped too, that the Bay Area boasts of a huge Filipino fan base, which, according to Tan, made up one-fourth of the sellout crowd in every Warriors game.

      “Sa San Francisco kasi pinaka-maraming Pinoy na nanonood ng basketball, susunod lang siguro yung New York at L.A. Solid talaga yung nasa Bay Area,” he said.

      “Pag may Warriors game sa Oracle, 25 percent Filipino, so pag lumalabas yung Tanduay sa scoreboard, sigawan ang mga Pilipino. Siyempre pride ng Filipino yan. At least yung rum natin nasa U.S. na,” added Tan, who had been to many of Golden State’s game at the Oracle.

      Outside of the Bay Area, Tan said Tanduay is also available in markets in New York, Los Angeles, Texas, Florida, and Chicago. It is also being sold in most BevMo! stores in California and Texas.

      At the moment, Tan would rather concentrate on Tanduay’s partnership with Golden State as he refused to talk about the possibility of acquiring even a small share in the franchise ownership of the Warriors.

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      “As of now, wala pang napapag-usapan, kasi malaking gastos din yun,” a smiling Tan said. “Siguro pag familiar na tayo sa partnership.”

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      Tanduay Rum president Bong Tan takes part in a shootout during the MPBL opening. Marlo Cueto
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