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    PBA officials tap sports research firm to gauge pro league's marketing power

    Jan 16, 2015
    “The PBA as a sports brand, ano ba ang nakukuha ng isang team sa PBA? Ano ang value ng PBA? So we got the services of Repucom para gumawa ng study para makita talaga natin ang value ng PBA as a sports marketing vehicle,” says PBA chairman Pato

    A world-renowned sports marketing research firm has been tapped by the PBA to determine how powerful Asia’s first ever play-for-pay league has become as a marketing tool.

    League chairman Patrick Gregorio said the league has availed of the services of Repucom in anticipation of another round of expansion in the future.

    The board, according to Gregorio, is actually waiting for the in-depth report to be provided by the marketing firm, hopeful the study could give league officials an idea how teams can benefit in terms of getting the right media value on a per season basis.

    “The PBA as a sports brand, ano ba ang nakukuha ng isang team sa PBA? Ano ang value ng PBA? So we got the services of Repucom para gumawa ng study para makita talaga natin ang value ng PBA as a sports marketing vehicle,” Gregorio told Spin.ph.

    From nine pioneering ballclubs when it was started 40 years ago, the league has seen its membership sink its lowest at six during the 1986 season during a period of political instability following the Edsa Revolution.

    Then in 1990, the league began its first expansion following the entry of Pop Cola and Pepsi.

    Just before the 40th season, Kia Motors and Blackwater became the two newest PBA teams, shelling out as much as P100 million in franchise fee, to raise the membership to an all-time high of 12 ballclubs.

    “For the longest time, when you join the PBA, what you get from is 'yung image of your brand, kasi ang advertising, given na iyun. Successful yun because we’ve proven that for the last 40 years,” Gregorio said.

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    Hapee Toothpaste, owned by businessman-sportsman Cecilio Pedro, along with Henry Sy, the country’s richest man, who owns the SM Group of Companies, both have expressed  keen interest in joining the pro league.

    Gregorio, who also serves as Maynilad senior vice president, said he wouldn’t be surprised if the league expands its team membership in the near future.

    “Yung paghikayat ng mas maraming teams in the future when the right time comes, di ko naman sinasabi kaagad, but (this study by Repucom) can further encourage existing teams that they made the right decision to be in the PBA,” he added.

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    “The PBA as a sports brand, ano ba ang nakukuha ng isang team sa PBA? Ano ang value ng PBA? So we got the services of Repucom para gumawa ng study para makita talaga natin ang value ng PBA as a sports marketing vehicle,” says PBA chairman Pato
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