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PBA, Honda Philippines ink partnership for Commissioner's Cup

The Philippine Basketball Association (PBA) and Honda Philippines, Incorporated (HPI) announced their partnership for the upcoming 2018 PBA Commissioner's Cup on Friday, March 9 at the Solaire Resort and Casino.

With the partnership, Honda will become the title sponsor of the Commissioner's Cup, which is set to open next month with San Miguel as the defending champion.

Honda Philippines president Daiki Mihara said the move will help them strengthen their brand among avid Filipino basketball fans.

"We see the value of partnering with institutions like the PBA especially that our motorcycles appeal to the young and active fans of the league," Mihara said at the press conference.

The company's branding and their "The Power of Dreams" campaign will become visible in the broadcast of live games and replays on ESPN5 and Cignal.

Plans to roll out activations and consumer promos that will enable non-Metro Manila PBA fans to experience live games in the metro are in the works. Several Honda motorcycles will also be displayed at the venue of the PBA games as part of the partnership.

According to Cignal Advertising Sales Director Armin Brian Sebial, having Honda as the title sponsor could likely extend up to the season-ending Governors' Cup, though he said nothing is final yet.