Alaska, NBA renew marketing tie-up

MANILA, Philippines - Describing it as a match made in heaven, Alaska president and chief operating officer Wilfred Uytengsu announced the other day the renewal of the partnership between the milk company and the NBA in developing basketball in the country with a three-year extension of their marketing tie-up through grassroots league events, TV and digital exposure and in-store promotions for customers.

Alaska and the NBA teamed up three years ago for the Jr. NBA program that was introduced here in 2007. The program is the league’s youth development platform that promotes basketball participation, sportsmanship, teamwork and an active lifestyle among children. It is open to kids in the 10-14 age group. The Jr. NBA program has now reached out to more than 500 schools and over 60,000 students, parents and coaches all over the Philippines.

Uytengsu said Alaska and the NBA share a common vision in introducing kids at a young age to the values of teamwork, determination, integrity and sportsmanship. “There are life lessons to be learned in our program,” he said. “Surely, the presence of Muggsy Bogues is an inspiration to the youth. He’s a true NBA legend whom we can all relate to in terms of stature. His is a remarkable story of determination and perseverance. We can look him in the eye without having to stand on a chair. We’re also out to promote a healthy lifestyle. Today’s kids are quite engrossed in technology and we want to bring them out to play sports. This is Alaska’s way of giving back. Our focus is on youth and our vehicle is sports, in this case, basketball, as we bring to mind the value of winning with integrity.”

Uytengsu, Bogues, NBA Asia senior vice president and managing director Scott Levy, NBA Asia vice president of business development and marketing partnerships Francesco Suarez, NBA Asia director and Philippine country manager Carlo Singson, Alaska vice president for marketing Blen Fernando and Jr. NBA coach Sefu Bernard attended the tip-off rites for the Alaska Jr. NBA National Training Camp at the UP Gym in Diliman last Friday.

“We’re thrilled to be partners with Alaska,” said Levy. “The Alaska Jr. NBA program is a model and probably the NBA’s best youth platform in the world. We’re very proud of its success and our partnership with the Alaska coaches, in particular Jojo Lastimosa and Dickie Bachmann, has been incredible. We expect the Alaska Jr. NBA program to grow further with more participants and more cities around the country.”

To commemorate the renewal of the partnership, Levy presented Uytengsu with a glass-encased 2012 All-Star Game basketball autographed by the coaches and players who participated in the classic event in Orlando.

Aside from the three-year extension, Uytengsu said Alaska will be the presenting partner of the first-ever Jr. WNBA program set for launch next year. “Alaska is excited to be renewing our relationship with the NBA,” said Uytengsu. “Our partnership with the NBA has helped us reach thousands of Filipino youth each year, encouraging them to lead a healthy lifestyle through sports. More importantly, we help them realize their potential as individuals while instilling positive values. We anticipate even more success through this partnership with the NBA in the many years to come.”

Singson said this year’s Alaska Jr. NBA program brought in some 5,000 participants out of whom only 50 were chosen to enlist in the National Training Camp. He said the sixth edition registered several firsts, including the record participation of 1,000 kids at a school clinic in Davao and 1,374 kids trying out in the Regional Selection Camps. Another first is the staging of the Jr. NBA Alumni All-Star Game at the Music Hall of the SM Mall of Asia this afternoon with Bogues and Lastimosa coaching the opposing sides.

“The program isn’t only about teaching basketball skills but also instilling values,” said Singson. “We’re touching lives of thousands of aspiring young players, coaches, educators and parents. On the basketball side, we’re pleased to note that some of our Jr. NBA players have gone on to play in major college leagues like Kiefer Ravena, Kib Montalbo and Aljun Mariano.”

As for Alaska’s participation, Singson said the company has played a central role in the growth of the Jr. NBA program. “Alaska shares in the NBA’s commitment to the development of both the sport of basketball and the youth of the Philippines,” he noted.

Aside from the Jr. NBA Alumni All-Star Game, the final scrimmage of the 50 chosen players for the National Training Camp will be held at the SM Mall of Asia today. The top 10 players will be revealed after the scrimmage. The Jr. NBA Coach of the Year will also be named from a short list of candidates. The 10 players and Coach of the Year will travel abroad for an authentic NBA experience late this year.

The 50 players are made up of 21 kids from the Regional Selection Camps in Dagupan, Laguna and Davao, 19 from Manila and 10 from the Alaska Power Camp. Among the 50 are 6-3, 14-year-old Kenneth Maneze of San Beda Alabang, 5-1, 14-year-old Juan Carlo Garcia of UE, the late Bobby Parks’ son 5-5, 12-year-old Mark Montell of Pasig and St. Benilde coach Gabby Velasco’s son 5-11, 13-year-old Luis Miguel of La Salle Greenhills. The 10 finalists for Coach of the Year are Raymon Mercader and Albert Celebran of Bukidnon, Evan Lazana of Samar, Rael Diaz of Davao, Melquiades Villanueva and Edgardo Roque, Jr. of Lucena, Orlando Estrelles of Caloocan, Christopher Buhain of Cavite, Marlon Parohinog of Pasay and Benedicto Vegamora of Quezon.