THE PHILIPPINES, JULY 27, 2012: Team Philippines takes local sponsors to the Olympics
Team Philippines left for the London Olympic Games with Powerade Ion4 and Summit Water leading sponsorship of 11 local athletes.
Two-time Olympian and long jumper Marestella Torres has emerged as the most-sponsored athlete in the team, garnering support from International Container Terminal Services Inc., Bank of the Philippine Islands, Mizuno, Samsonite, Petron, Procter & Gamble, Philippine Sports Commission, Philippine Racing Commission, Smart Sports, and TV5.
With 11 athletes flying the Philippine flag, and given the country’s growing profile in a host of sports, the Games could well provide a compelling marketing platform for local brands.
Global audience
The opening ceremony performance, which was described as “spine-tingling”, was previewed by some 60,000 people as the cast did the final run-through of their performance on Wednesday.
Despite their excitement, Oscar-winning director Danny Boyle, who is behind the opening extravaganza, asked the preview audience not to give the game away. A global audience of 1billion are expected to watch London’s $42-million opening spectacular themed ‘Isles of Wonder’, inspired by a passage from William Shakespeare’s ‘The Tempest’. Overall viewership though is expected to surpass Beijing’s 4.7 billion with a sizable percentage keeping track of the Games via mobile devices rather than television.
Philippine coverage
Sports5, the sports arm of TV5 will showcase the Games as the event’s exclusive Philippine free-to-air broadcaster.
The highly anticipated opening will air on TV5 live on July 28, Saturday, at 3:30am (Manila time). Swimming, diving and basketball are among the sports covered, while audiences can also watch other sports such as volleyball, gymnastics, tennis, badminton, among others on AksyonTV.
AKTV, the first all-sports channel on free-to-air channel, will also provide comprehensive primetime coverage of the Games. AKTV Center special reports will keep viewers up-to-date with the latest medal tallies.
Kapatid sportsman Derek Ramsay and Lia Cruz are slated to lead Sports5’s coverage.
Team Philippines includes Mark Anthony Barriga for boxing, Danny Caluag (BMX bicycle riding), Marestella Torres (long jump), Mark Javier (archery), Rachel Cabral (archery), Jessie Lacuna (swimming), Jasmine Alkhaldi (swimming), Tomohiko Hoshino (judo), Hidilyn Diaz (weightlifting), Rene Herrera (long-distance running), and Brian Rosario (shooting).
