A SHARED VISION and common principles have led global insurance provider AXA to partner with the National Basketball Association (NBA) for a comprehensive multiyear marketing partnership in the country.
Under the agreement, announced by both parties early this week in ceremonies held at the Hard Rock Caf茅 in Glorietta, Makati, AXA became the official insurance partner of the NBA in the Philippines.
As part of the partnership, AXA Philippines will serve as the Presenting Partner of NBA 3X Philippines, a 3-on-3 tournament featuring men鈥檚 and women鈥檚 teams from all over the country and authentic NBA entertainment.
It will also support Jr. NBA Philippines, the league鈥檚 youth basketball program for boys and girls, by providing travel insurance for participants embarking on an overseas NBA experience trip later this year.
鈥淎t AXA, we believe in assisting our clients in making the right financial decisions by offering innovative solutions, similar to how an NBA coach helps his team win games. This partnership with the NBA highlights common principles between our companies — teamwork, integrity, courage and innovation鈥︹ said Rahul Hora, President and CEO of AXA Philippines, during the partnership launch, as he highlighted some of the commonalities they saw with the NBA that prompted them to engage in a partnership.
In a later interview with 大象传媒, the AXA executive further elaborated on their newly forged linkup with the NBA, saying it is a good platform to promote their advocacy of 鈥渇inancial literacy鈥 in the country.
鈥淥ur advocacy is about financial planning and that鈥檚 what we keep on insisting to all Filipinos; that they should have a financial plan. We wanted a medium to reach more and more Filipinos with our advocacies and when we were evaluating the best medium to achieve that, the NBA opportunity came and we immediately saw a synergy with them,鈥 said Mr. Hora.
鈥淲e always knew that basketball is kind of a religion in the Philippines so why not partner with the NBA, which is the number one basketball brand in the world. AXA and NBA are brands that people trust and we feel it was a good fit. We can use their brand following and their reach to promote financial literacy to the Filipinos,鈥 he added.
While they consider themselves 鈥渘ew kids on the block鈥 in the insurance industry in the Philippines, Mr. Hora said that he is happy to report that they are doing well in the country and sees the NBA partnership as enhancing it further.
鈥淲e are doing well. We are one of the newest on the block so to speak here but we have achieved a lot as an organization. This year, the Insurance Commission just released first-quarter performance and on the total premium business AXA grew by 30% over figures last year, which is I believe is more than double of the industry鈥檚 growth. As a brand, AXA is doing well and we鈥檙e happy and we believe this partnership only enhances that,鈥 said Mr. Hora.
Apart from local NBA activities and programs AXA is already committed to, Mr. Hora said they will continue to evaluate other opportunities to explore with their partnership with the NBA down the line, including conducting promotions to give its customers the chance to win exciting prizes and unique NBA experiences.
For more information on AXA Philippines and their product offerings, visit and . — Michael Angelo S. Murillo
