MANILA, Philippines - Despite a global economic downturn, business is healthy in the PBA and commissioner Sonny Barrios said the other day at least two big businessmen are studying the viability of joining Asia’s first play-for-pay league.
Barrios declined to identify the interested parties but the rumor is one belongs to a family that used to own a PBA franchise and the other is a long-time supporter of the game. Both are involved in consumer goods.
The recent exit of Harbour Centre owner Mikee Romero from PBA team Burger King also raises the possibility of a third force. After Harbour Centre won six straight PBL titles, Romero looked forward to moving to the next level and Burger King would’ve been his entry point to the PBA.
Even as the prospect of three new franchises looms, PBA operations manager Rickie Santos said if the PBA expands, it could only be in even numbers because of scheduling considerations.
In the ongoing Fiesta Conference, the PBA’s 10 franchises are split into two brackets where groupmates meet each other once and play the squads from the other division twice during the inter-intra elimination round of 14 games each team.
In the previous elimination format, each team played 18 games.
Santos explained in an odd number setup, it would be impossible to arrange a uniform schedule for teams divided into two groups under the inter-intra format.
In the event the league expands to 14 teams, Santos said it is likely to create a Division I and Division II where after each conference, the top two Division II teams are elevated to Division I and the last two Division I teams are demoted to Division II.
PBA media bureau chief and special assistant to the commissioner Willie Marcial said it’s not surprising that companies are inquiring about entering the league.
“We had a banner year in 2007-08 where we ended the season with 22,000 fans watching Game 7 of the Fiesta Conference finals between Ginebra and Air21,” said Marcial. “Then, in the last conference, we averaged over 6,000 fans a game and our ticket sales amounted to P35 million, a seven percent increase. In Game 7 of the finals, 17,000 fans watched and that was particularly significant since the series did not involve Ginebra, San Miguel Beer or Purefoods which rate the highest in terms of popularity.”
Marcial said the success of conference title sponsors in boosting their product sales is drawing more and more bidders.
“If you check the sales records of Kentucky Fried Chicken, Smart, Grand Matador and now Motolite, you’ll notice they all experienced major increases as a result of their exposure as PBA title sponsors,” said Marcial. “The impact is evident. That’s why the PBA has been able to bring in more sponsors with Phoenix Fuel, Tropical Hut and Dickies. We’ve also got contracts with our official outfitter Accel, official ball Molten, official underwear Hanes and official power drink Gatorade. We’re in the process of signing up our official jeans and a sponsor for our Batang PBA project.”
Barrios said Red Bull’s success in the energy drink market was traced to its participation in the PBA.
“Red Bull brought up sales volumes not only for itself but for other brands because it raised the awareness level of energy drinks,” said Barrios. “But Red Bull was way beyond reach as the No. 1 energy drink. Now, Mr. (George) Chua hopes to use the same formula to make his new brand, Barako Bull, No. 1. Businessmen are realizing the economic benefits of gaining media mileage through the PBA.”
Marcial said the coming All-Star series is expected to project even a stronger image for the PBA. The series will be held in three stages. First, the North All-Stars reinforced by three imports will play coach Yeng Guiao’s national team in Victorias on April 22. Second, the South All-Stars, also reinforced by three other imports, will play Guiao’s squad in Panabo, Davao, on April 24. Finally, the North and South starters with four imports not named for the two previous games will engage the national quintet at the Araneta Coliseum in the culmination of the All-Star extravaganza.