PBA pushes forward

The Philippine Basketball Association (PBA) is off to a flying start this season and from the looks of things, there’s no turning back. Attendance is up 30 percent and ticket sales are showing a dramatic improvement of 50 to 60 percent. The signs are clear. The PBA is back on track as the country’s No. 1 sports entertainment vehicle.

But Commissioner Noli Eala isn’t about to take it easy. He’s pushing forward. And newly-appointed marketing director Robbie Puno is making sure that fans continue to reap the benefits of a reenergized league.

Today’s twinbill at the PhilSports Arena marks the formal start of Puno’s marketing program. He’s lined up a host of activities guaranteed to put a smile on every fan’s face.

There’s a special reason why Puno is launching his marketing campaign today. It’s the PBA’s 28th birthday. On April 9, 1975, Asia’s pioneer play-for-pay league held its first game–Noritake versus Carrier. Joy Dionisio scored the inaugural basket in the game that Noritake won, 101-98.

A fan, Leopoldo Mendoza of Pasig, recently sent the PBA an e-mail recalling the inaugural game and suggested something special to celebrate the anniversary. Puno took the cue and thought of a brilliant idea.

Since Puno is a strong advocate of bringing the game closer to the fans and vice-versa, he was inspired by Mendoza to hatch a plan where beginning today, the PBA will choose two fans to sit on opposing benches in the second game of every doubleheader. The fans will join the teams in the dugouts–before and after the game. They’ll listen in during timeouts. They’ll wear the team T-shirts. They’ll pose for pictures with the team and bring home a souvenir shirt signed by all the players and coaching staff.

"We’re going to accessorize the fans," beamed Puno. "It’ll be an experience they’ll never forget."

The activity for the first game is an autograph signing session in the bleachers, lower box, gallery and ringside sections starting Friday at the halftime of the curtain raiser. Players seeing action in the second game will sign autographs.

Just for today, the PBA will also feature comical entertainers–mimes, clowns, and magicians–29 raffle prizes from Accel (for the PBA’s 29th season), 29 surprise prizes from the PBA, a performance by Viva Hot Babe Kristine Jaka in between games, the introduction of San Miguel Beer’s North team starring Hector Calma, and the participation of past Commissioners Leo Prieto, Rey Marquez, Rudy Salud, and Jun Bernardino.

Aside from what the PBA has planned for fans on its birthday party, the real treat is the action on the court. Ginebra plays Alaska in the first game and Talk ‘N’ Text takes on FedEx in the nightcap.

Puno, 41, is perfect for the PBA’s marketing job. He earned an economics degree at the Ateneo in 1984 and a Master’s degree in Business Administration, major in marketing and franchising operations, at Georgetown University–Pat Ewing’s alma mater–in 1987. He worked as the marketing manager for Kentucky Fried Chicken in the US Northeast covering Baltimore, Pittsburgh, Philadelphia, and New York, among others, before moving back to Manila in 1992. Since his return, Puno has worked in various executive capacities for Selecta, Reebok, Pancake House, and Cabalen.

Puno, incidentally, is married to popular PBA TV courtside reporter Chiqui Roa. The couple has two boys–Randy, 9, and Nico, 7.

Puno said two weeks ago, he met with the managers of the 10 PBA teams to discuss marketing strategies and got their full sport in moving forward. Only six weeks on the job, Puno said he’s excited about the prospects of the PBA establishing new records in attendance and sales.

"We’ve got a lot of things lined up," he said. "We’ve got campus tours–not just games in boys’ schools but also player appearances in girls’ schools. We’ve got bar tours, mall tours, and charity tours in mind. It’s all about reaching out to our markets and building relationships."

Puno added that the 10 teams will be using mascots and cheerdancers to get the fans more involved in the games. He said the PBA is in the process of acquiring a "cannon" from the US to replace the crude slingshot for firing T-shirts into the far recesses of the stadium.

The PBA’s next big event is the All-Star Weekend on May 30-June 1. "We’re thinking of a three-day All-Star Weekend where the first day will be for fans, the second day will be a reunion, and the third day will feature the All-Star Game and the usual contests like the Slam Dunk, the Three-Point Shootout, and others," mused Puno. "The PBA didn’t schedule an All-Star Weekend last year so we’re determined to make up for it. What will the reunion be about? That’s a secret. But it’ll be a major attraction."

Eala couldn’t be happier with his choice as marketing director.