College hoops

July is the month when local basketball makes a most awaited switch. With the PBA ending its season and taking a break to make way for international hoops, the focus moves to college basketball. Although younger in terms of the ages of its players and crowd, college basketball now gives the pro league a run for the money in terms of popularity, following and over-all branding.

Yesterday, the games of the UAAP season started, while the NCAA kicked off its season a few weeks earlier. The Cebu’s CESAFI opens in August and the rest of the country follows suit. Without a doubt, the UAAP is the biggest collegiate show in town, thanks to a mix of factors. The UAAP’s partnership with TV giant ABS-CBN is one of the biggest factors that has made the UAAP scaled never-reached-before heights. ABS-CBN has projected and built the identity of the UAAP in the same way it has built all its different TV programs. If you followed “The Legal Wife” daily on prime time TV, the sports fan also follows the UAAP. It’s an action and drama show, featuring action-packed games, suspense, and thrilling end-games. It also has its own set of good-looking players/superstars and the kontra bida/bad boys. The wonder of it all is that the UAAP has become more than just basketball. It has now become a brand on its own that provides a unique experience for everyone involved: players, coaches, school officials, students, alumni and the regular fans. Fan loyalty is deep and contagious with school alumni proudly declaring their support for their teams, even if they’re deep in the cellar. On a personal note, I just hope U.P. doesn’t have another 0-14 season. It’s the only way to explain why games are filled to the rafters especially with Ateneo plays La Salle. Even the ordinary sports fan around the country is updated with the latest UAAP results, news, and updates, something unheard of before. With a strong fan base for all teams and a TV network to back it up, the UAAP was well-placed for a launch to higher levels, including the way they do things.

The UAAP has reached such competitive levels that it now operates like a commercial league. Schools now offer its players and coaches very generous perks and benefits from hefty allowances to free accommodations and even cars. The ordinary office employee doesn’t even get this kind of perks. The presence of imports is now common among all teams. I wouldn’t be surprised if some of the top UAAP players/superstars (and coaches) earn more than their professors in school. The support comes from super generous alumni who bring in their corporate might to help their schools. Manny Pangilinan and Danding Cojuangco have taken their rivalry from the PBA to the college sports. MVP is a staunch supporter of Ateneo and San Beda (in the NCAA) while Cojuangco has taken La Salle into his wings. Other big names include the SM group of the Sy family which now owns NU. Dan Palami has opened another line of support: from football with the Azkals and Global FC, to the U.P. Fighting Maroons. All other schools have their own load of  wealthy alumni supporters, many of them going low-profile and under the radar. Recruiting has also levelled up tenfold. Schools start recruiting as early as high school when players are still playing in the Passerelle (Under 15) age group. And while the blue chip prospects are shining in high school, they already receive incentives and gifts from their future college teams even before they finish school.

It is of no surprise then that the most popular college teams in the country come from the UAAP. De La Salle University and Ateneo de Manila are always a top two in terms of recall, with FEU, UST, NU and UE not too far behind. Adamson and U.P. would round up the list. Only San Beda stands out from the NCAA with Letran and San Sebastian following suit. From the Cebu scene, Southwestern University has made some noise due recent performance in the Philippine Collegiate Champions League (PCCL). UV will always be a name that will also draw recall due to its long history of dominance in the college scene.

Our wish is that our very own CESAFI can somehow follow in the footsteps of the UAAP, albeit in our own little way. Can we improve branding, the product and over-all experience? Are the schools and its alumni willing to invest in their basketball programs?

College basketball today is light years away from its “heydays” of the 70s and 80s. But it’s all for good. We’re having fun, enjoying the show and loving basketball.

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Happy birthday to Joseph Vinluan and Jonathan Davis. >>> You can reach me at [email protected].