Over the weekend at the national finals of the adidas Streetball Challenge, certain aspects of organizing major sports competition have proven how times have changed. Globe Gentext, for example, became a co-presentor of the event, even venturing so far as to stake at least P 1,000,000 in a three-point shootout at the Glorietta Activity Center yesterday. Four Gentext members were picked from the thousands who registered, and they were each given a chance to make four consecutive three-point shots for the cash prize. If all of them did it, each would be given a cool million.
"We thought of it as a great way to make the finals more exciting," said Chooey Velayo, brand manager for Gentext. "If they all get it, we’ll gladly give it to them."
"Co-branding really works," says Angelica Suiza, marketing manager for adidas Philippines. "Partnerships with other sponsors bring added prestige and value to an event such as this. We’re just so glad that other companies see the value of an event like Streetball."
This new mechanism of co-branding has allowed adidas to expand the event into more schools. For the first time, venues like Zamboanga and Tarlac were represented even at the national finals level. More schools were involved, and more venues were tapped over more than two months, with the regional champions being brought to Manila for the nationals. Even Cebu Pacific, the event’s airline, is looking at forging lasting relations with adidas, not just in basketball, but in golf, as well.
In the past, co-sponsors became part of events to simply cut down costs through exchange deals. Now, they are an integral part of the event itself, pumping up the prizes and adding more lustre to established tournaments.
Meanwhile, Gabriel "Bebot" Elorde is starting to sweat. He’s organizing a triple WBC International championshiop card that takes place two weeks from now, and he’s looking for help from sponsors. It’s all systems go, but some of those who promised support have not pulled through.
Elorde has managed to arrange for former World Boxing Council champion Malcolm Tuñacao to slug it out with Indonesia’s flyweight champion Julio del Basez for the vacant WBC International superflyweight championship on July 26. Tuñacao redeemed the country’s pride by reclaiming the first world title Manny Pacquiao lost three years ago. The international championship is for contenders rated 11th to 20th, and will not only catapult the champion into the top 10, but will also guarantee an eventual shot at the title.
Also on the card is WBC International Minimumweight champion Ernesto Rubillar, who wil be staking his crown against Indonesian minimumweight champion Iwan Key, WBC International bantamweight king Roger Galicia and Diosdado Gabi.
According to Elorde, he is still awaiting confirmation of support from the Philippine Amusement and Gaming Corporation, but has not gotten it. In a letter to PAGCOR chair Efraim Genuino dated June 3, Elorde thanked the government agency for helping out with the "Bakbakan sa Maynila" which featured Pacquiao. According to Elorde, PAGCOR had already committed to helping out with the WBC affair, but had not contacted him about the details, and time is running short.
"From what I understand, PAGCOR is willing to help," explains the noted international promoter. "So I don’t understand why nothing has happened yet. I’m getting worried, because this card was hard to put together."
Elorde probably hasn’t found enough advertisers who are as committed to restoring boxing’s prestige as he is.