Altamirano, 37, is on the road with the All-Stars an average of five days a week, visiting even remote towns where no PBA player has ever set foot. The gratification, said Altamirano, is seeing the barrio folks welcome the All-Stars with open arms, wide smiles and warm handshakes.
Altamirano said San Miguel maintains a pool of 50 players, including guests like Samboy Lim and Ramon Fernandez for the barnstorming tours. In a recent six-day visit to Surigao and Southern Leyte, Altamirano brought along the likes of Hector Calma, Chito Loyzaga, Ato Agustin, Richie Ticzon and Jolly Escobar.
"This isn’t the last stop for former PBA players," said Altamirano. "Look at (Ronald) Magtulis, Noli (Locsin) and Benjie (Paras). They went back to the PBA. Then there’s Zaldy (Realubit) who was offered a short-term contract by Alaska but decided to stay with us because he enjoys our work."
Altamirano said the highly-successful program — a brainchild of San Miguel Corp. Vice Chairman and President Ramon Ang — involves exhibition games, coaching clinics, reading exercises, camps for kids and social work.
"We’ve gone to about 30 provinces since March," continued Altamirano. "It’s been a wonderful experience. This September, we’re going to General Santos, Pagadian, Digos, Tarlac, Baguio, among others. We’re getting invitations from all over the country and we’re only too happy to accept. It’s a lot of hard work but it’s fun. We’re actually touching the lives of our people in the countryside."
San Miguel Corp. Vice President Ira Maniquis said the program doesn’t only provide a new lease on life for players hoping to break back into the PBA.
"The program has several objectives," explained Maniquis. "First, to open new markets for our products. Second, to promote goodwill for San Miguel. Third, to showcase the different brands of the San Miguel group. And finally, to give players a chance to continue enjoying the game." Not necessarily in that order, of course.
Maniquis said the results of the program in terms of generating incremental sales for San Miguel products has been encouraging.
"The players wear logos of our different products like Star Margarine and Vino Kulafu," continued Maniquis. "We make outlet visits and do mall tours. We promote our lesser known brands. We are often invited to play in town fiestas and thousands of people are introduced to our products through basketball. And the players are enjoying it."
Maniquis said 6-9 Bonel Balingit was offered to rejoin the PBA but decided to stay with the San Miguel South All-Stars.
Clearly, suiting up for the San Miguel touring teams is an attractive option for popular cagers like Balingit who want to stay in the game without the pressures of playing in the PBA and dabble in other ventures, too, like show business.
Altamirano, who played six seasons in the PBA until 1994, is in charge of the San Miguel program. He is assisted by another PBA veteran Cris Calilan, J. P. Pacheco, Roy Moralde and Deo Roxas. Altamirano and Calilan take turns coaching the North and South All-Stars.
The North All-Stars include Calma, Loyzaga, Ticzon, Agustin, Escobar, Pido Jarencio and Ed Cordero. Among the South All-Stars are Balingit, Realubit, Noynoy Falcasantos, Tony Boy Espinosa, Lowell Briones, Mike Mustre, RicRic Marata and Michael Orquillas.
"If any of the players gets an offer to go back to the PBA, he’s free to do so," said Maniquis. "Noli, for instance, played with us then was offered a contract by Talk ‘N’ Text. Same thing with Ronald who was signed up by Purefoods and Benjie, by San Miguel. They’re free agents. If they want to come back to play for us, they’re welcome."
Maniquis said the All-Stars have gone from Tuguegarao to Zamboanga. "We’ve been all over," noted Maniquis. "In some areas, we even do clinics for referees. We’re offering a total basketball package but we’re not losing sight of our marketing objectives."