MANILA, Philippines – The fastest-growing insurance firm in the Philippines, FWD Life Philippines (“FWD”), is empowering Filipino cagers to compete with confidence and play to win, secure in the knowledge they are covered by the insurer in a new three-year partnership the Philippine Basketball Association (PBA) announced today.
FWD Life Philippines has signed a three-year partnership with the PBA to become the official insurer of Asia’s first pay-for-play league. Through the partnership, FWD underlines its position as a game-changer in the local insurance sector and its desire to support Filipinos and their passions and their lifestyles, in this instance aligning the company with the national love of basketball.
“We are delighted to be partnering with PBA, a prestigious Filipino sporting organization” says FWD Philippines President and Chief Executive Officer Peter Grimes. “At FWD, we have always embraced sports, a passion for many of our customers. Joining hands with the PBA is important for us as we want to show our support and encourage our home-grown Filipino athletes to perform to their full potential.”
The PBA welcomes the new partnership with like-minded FWD with a mutual passion for sports in the Philippines. “It is with great pride that we welcome FWD to our growing PBA family. We’re looking to strengthen our ties with FWD in the coming years,” shares PBA Commissioner ChitoNarvasa. “Because of this collaboration, we feel protected knowing that we have partnered with a trusted insurance brand that urges Filipinos to pursue their passions and live life without hesitation.”
Sports as a passionate way of life
Basketball, considered by many as the national pastime of Filipino men, women, and children alike is at the center of a sports culture that is deep rooted throughout the country. From street basketball courts in nearly every corner of every barangay, to families and friends huddled together watching their favorite PBA teams’ face-off against each other on national television, basketball has always occupied a large part of our being as Filipinos. “It really makes sense for us to tap into sports as a passion point, especially one that is seen as a trademark Filipino activity,” Grimes adds.
FWD’s partnership with the PBA commenced last year with the brand appearing on courtside roll-tech banners. With the recent deepening of the partnership, FWD now has a number of innovative marketing initiatives in the pipeline, all focused on ensuring an entirely unique and engaging experience for everyone involved.
“We’re genuinely excited about rolling out our sports-related programs, particularly together with the PBA, which will help position our brand closer to more Filipinos,” Grimes shares. “We have always been proud in sharing our vision of changing the way people feel about insurance, and this partnership with the PBA will help reinforce this.”
“Also, this shows our commitment to be present in programs where our #GetReadyToLive brand attitude of encouraging Filipinos to continue to live and embrace their passions can best resonate,” adds Grimes.