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Honda Reinforces “Energetic” Values With Major Basketball Deal
Honda Philippines, the nation’s leading motorcycle manufacturer will renew its deal as the main sponsor for the Philippine Basketball Association (PBA).
Honda has been a primary sponsor of the biggest professional basketball league in Southeast Asia since 2018, in a bid to reinforce the company’s well-renowned “energetic” brand image.
Honda Philippines President Susumu Mitsuishi added,“As a basketball-loving nation, Filipinos consider this sport as a way of inspiring and nurturing sportsmanship and companionship. We see the value of partnering with PBA, especially that we aim to become part of improving the quality of life of every Filipino. By doing so, we also support Filipino talents and their love for sports.”
According to ASN data, Honda is the fifth-largest spender (10%, US$878k) for its category in the relatively small Philippines sponsorship market over the past three years, and it has even seen a spike to US$105k in Q420 from the usual quarterly average of US$76k. The brand’s spends tend to be solely in basketball, namely the nation’s basketball league and cup tournament.
