Tanduay makes it Five-for-Five in the National Basketball Association (NBA).
This after the Pinoy rum maker inked a partnership with another top-notch NBA team, the Phoenix Suns.
Effectively, this makes Tanduay the first Filipino-owned company to simultaneously sponsor five different world-class NBA teams as it pushes for an aggressive international marketing push for the brand.
The other NBA teams include the Golden State Warriors, the Brooklyn Nets, then the Minnesota Timberwolves and the Milwaukee Bucks early this year.
Part of the partnership deal with the Phoenix Suns is that the two organizations will release co-branded bottle packaging during the NBA season.
“As we expand our business worldwide, we create partnerships with organizations that share our passion for excellence. We are confident that the NBA is a significant venue to grow our brand awareness in Arizona and beyond. It is definitely an honor to be a partner of the Phoenix Suns, and we are looking forward to bringing our Philippine-made products to more cities in the US, which has a huge potential as a market for rum and other spirits,” Tanduay President and COO Lucio Tan III said.
For his part, Phoenix Suns Chief Revenue Officer Dan Costello shared positive prospects of the partnership with Tanduay.
“We have heard so much about the craftsmanship that Tanduay, a heritage brand from the Philippines, uses to develop its products. We are thrilled to be aligned with another world-renowned brand with rich history, just as the Phoenix Suns, have the deepest history in Valley sports,” said Costello.
He added that the Suns have over 500,000 Filipino fans on social media who engage with and love the team.
“We are excited to bring a beloved Filipino brand into the Phoenix market to continue to connect the Suns to our fans in the Philippines and around the world,” said Costello.
Tanduay Rum has the quality and taste profile essential to making cooling tropical cocktails perfect for warm Arizona days and nights.
“We are excited that the distinct tropical taste of Tanduay’s finest rums would be a good fit for Arizonans,” Tan said.
Since assuming the leadership of Tanduay, a company under the Lucio Tan Group of Companies in the Philippines, Tan, a graduate of Stanford University, has moved to expand the alcoholic beverage business’ global distribution, especially in the US.