AirAsia boosts Phl Patriots title retention drive in ABL

MANILA, Philippines - The Philippine Patriots got an extra boost in their bid for back-to-back championships in the Asean Basketball League (ABL) on the entry of AirAsia as sponsor.

The sponsorship deal was announced in the same press conference where a business partnership among Malaysian airline mogul Tony Fernandes and Filipino businessmen Tonyboy Cojuangco and Mikee Romero was bared.

Fernandes, Cojuangco and Romero have teamed up to put up AirAsia Philippines, a low-cost carrier hoping to help boost tourism and economy in Southeast Asia.

The exclusive three-year sponsorship deal will have the Philippine Patriots providing full branding rights to AirAsia. The rights include the use of player images and player appearances at AirAsia events across the region.

Fernandes, the AirAsia Group chief executive officer, said their association with the Patriots will raise AirAsia’s brand awareness in the Philippines and increase brand equity across Southeast Asia.

“Basketball is a common denominator and unifier of people in the region. Our partnership with the Patriots provides us with the opportunity to communicate our brand messages in meaningful but less intrusive way,” said Fernandes.

“It will also provide us with a platform to connect and build a closer relationship with our guests in places and situations they are most comfortable in,” Fernandes added.

Cojuangco, co-owner of the Philippine Patriots, said the team is proud to partner with a brand of AirAsia’s stature.

“AirAsia’s involvement will enable us to continue to improve our training methods and develop grassroots programs that will help us maintain our position as the most successful basketball team in the ABL,” said Cojuangco.

Romero, the other team co-owner, expressed confidence they would successfully defend the crown they won over Indonesia last year.

The Patriots are running second behind the Chai Thailand Slammers nearing the playoff phase.

With import Gabe Freeman back, coach Louie Alas is optimistic they would salvage top seeding at the close of the elims.

Freeman rejoins the Patriots tomorrow as they play the Singapore Slingers here in Manila. Freeman is teaming up with Steve Thomas.

“I believe we’re capable of making a good run now that we have two solid imports. We’d played with only one import in practically all our previous games,” said Alas.

Freeman has just completed his playing commitment in Australia. He helped Patriots capture the inaugural ABL championship.