Philippines a priority market for the NBA

A recent article in Dime focused on Manila, Philippines as an international city that deserves an NBA team. It turns out that Kareem Abdul-Jabbar, Dominique Wilkins, Vlade Divac, Robert Horry and Tim Hardaway are going to Manila next week because Filipinos are crazy about basketball.

According to the article from

“This country is probably No. 1 in the world on NBA brand awareness,” said Carlo Singson Sr., the manager for markets of NBA Asia during the NBA Madness event last year. “The fans are passionate, the percentage of people who play is awesome. NBA players who come here are amazed at how much Pinoys know about NBA teams and NBA players. NBA commissioner David Stern actually sees how important basketball is here and what it means to Filipinos. So the Philippines is definitely a priority market for the NBA.”

Check out these stats from the 2008 Sponsorship Intelligence research survey on the Philippines as an NBA market:

– 99 percent of the population is aware of the NBA
– 75 percent consider themselves to be NBA fans (eclipsing the Olympic Games at 58 percent and domestic basketball at 48 percent)
Basketball is the nation’s favorite participation sport—nearly four in 10 play, twice as many as the next most played sports of badminton and volleyball
– During the NBA Season, 62 percent of the population watch the NBA games on TV at least once a month and about 40 percent of the population watch the NBA on TV at least once a week
– 33 percent intend to buy NBA branded items within the next year, rising to 44 percent among men (significantly more than the Asia and global averages)

Pinoys have been making sports headlines and an addition of an NBA team in the Philippines would encourage more pride in the motherland. Although, it would seem unlikely that the NBA would want a back-to-back from the U.S. to Philippines it is still nice to know that Philippines is recognized as an important market. To follow more about Philippines being a priority market for the NBA please go to

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