Sports marketing takes center stage in PSC summit session

THE fourth session of the Philippine Sports Commission (PSC) online summit takes place this week with sports marketing taking front and center.

Happening on Thursday, Feb. 18, the 1 p.m. session, to be led by University of the Philippines Prof. Theresa Jazmines, zeroes in on the principles, strategies, and benefits of sports brand marketing.

Ms. Jazmines, one of the country’s first women sports journalists in the ’70s, will draw from her vast experience as a public relations practitioner and sportswriter.

The PSC said that through the session, they hope to further highlight the need for the country’s national sports associations and other sports groups to tap the help of the private sector or market their sports to find other ways to fund their activities given that the government can only do so much on that front.

“It is pivotal for sports stakeholders in the country, from the community grassroots level, the national sports associations, and up to the elite professional level to learn the value of sports marketing to forward the development of their own sports,” said PSC Chairman William Ramirez in a statement.


It is something that Ms. Jazmines agrees to, saying, “sponsors can connect directly with their target markets and create greater awareness for their brands in a rewarding fashion and the officials, teams, athletes — get their desired resources and improve their performances.”

Furthermore, the athletes also gain exposure to the public through it, she said.

The session on sports marketing is the fourth in the series of talks under PSC’s online national sports summit.

It follows those on “Sports Success from a First World Perspective” by United States Sports Academy President T.J. Rosandich; local government’s sports program by Davao del Norte Sports and Youth Development head Giovanni Gulanes; and overview of grassroots sports in the country by Philippine Sports Institute Dean Prof. Henry Daut.

The three-phased PSC national sports summit is aimed at taking insights of different sports stakeholders and using those as foundations in crafting a sustainable and workable short to long-term plan for Philippine sports.

It is set to cover 25 topics from local sports administration up to the international linkages in the field.

The sports body said all data gathered from the online summit will be processed and studied to create a new set of resolutions to be presented to sports leaders for action. — Michael Angelo S. Murillo


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