by Don Tagala, ABS-CBN News
NEW YORK CITY — It was a big night at the Barclays Center on Sunday.
Not only did basketball’s Brooklyn Nets beat the New York Knicks, but Tanduay — the popular Filipino rum — just became the official rum of the team’s, and the Barclays Center in Brooklyn.
It’s the first Filipino company to officially sponsor an NBA team and its arena.
“Yung vision ng chairman namin, talagang, 10 to 20 years ago, we really want to be globalized,” said Paul Lim, VP of Marketing for Tanduay. “Siguro its time na talaga…”
“Inspirational and aspirational, kaya! Kaya ng isang produkto, isang kumpanyang Pilipino to go global, to make it to a huge platform like this one,” said NY consul general Tess Dizon de Vega. “Hopefully… it will also generate a lot of interest for other Philippine products.”
Tanduay president Lucio Tan Junior says the Filipino rum and the basketball team’s partnership is a perfect fit.
“Main purpose of Barclay Center is to attract millennials who watch games and concerts; these are the Rihanna and Jay Z crowds,” said Lucio Tan Jr. “Tanduay is not just an old, traditional drink. Tanduay is the new fad.”
This historic partnership was launched at the 40/40 club and restaurant at Barclays – co-owned by entertainment mogul and hip-hop artist and rapper Jay-Z.
Tanduay is the 40/40 club presenting sponsor as well.
“Anytime that you’re partnering up with a brand that has such an amazing history and really is a pride,” said Jake Schwartz, global partnership of Brooklyn Sports & Entertainment. “I think it’s a source of pride for Filipinos everywhere, to be able to have it here at Barclays Center is huge…”
On the rocks, or in cocktail drinks — such as this Manila mai tai — the Filipino rum will be available in all the bars at Barclays Center.
Tanduay rum is the third largest rum in the world by sales volume, after popular brand Bacardi and McDowell’s.
“[Tanduay sells] over 18 million cases a year, so this is something very significant…” said Mike Ang of Outbreak Media Group. “And it’s something that rivals Bacardi, which everybody knows, so this is very very big.”
With a three-year initial partnership, the Filipino rum will be featured in at least 225 live events per year at Barclays – from NBA games and live concerts, to other family events.