World Cup envisioned as top class global event

MANILA, Philippines — The Samahang Basketol ng Pilipinas (SBP) has already identified 23 young talents to comprise the Philippine team to the 2023 FIBA World Cup in Manila.

It’s time to take care of the other business: how to market the event.

“This is not just about forming a team and running the games. We have to look at this as a global event,” SPB president Alfredo Panlilio told The STAR.

“We need a group to help us on the commercial side of it, bringing in sponsors, marketing, selling the event,” Panlilio said the other day.

The SBP president said he wants a blueprint in his hands by mid-year.

“We want to get a better understanding of the event. The formation of the team is already in place,” said Panlilio, a key member of the MVP Group.

Panlilio is current senior vice president and head of customer retail services, corporate marketing and communications of Meralco, and president of the MVP Sports Foundation.

“What we’re looking at right now is how to find the sponsors and how to partner with entities and the whole commercial aspect of it,” he said.

Selling the FIBA World Cup, which the country is hosting for the first time since 1978, is perhaps more difficult than just staging the games.

“It’s a world-class event,” he said.

Panlilio said the SBP is in exploratory talks with two international groups that can help them do the job and ensure the success of the event.

The SBP president identified one of them as Dentsu, a Japanese firm that has a wide background in marketing, media, promotions and public relations.

Dentsu has offices all over the world, including one in the Philippines. It has its own sports group that has bases in the United States and Europe.

According to its profile, Dentsu Sports has close ties to major professional teams, leagues and federations, and is into the global sports marketing business.

“We need to see what is the best thing to do,” said Panlilio.