GAC Philippines is taking a different route to build its presence in the country, this time by stepping into the local sports scene. The automaker has announced a partnership with Cignal TV and TV5, linking its brand with some of the Philippines’ biggest basketball and volleyball competitions.
The collaboration places GAC alongside broadcasts of the PBA Governors’ Cup, the Premier Volleyball League On Tour and Invitational Conference, and UAAP Season 89 men’s basketball. Through these events, the company hopes to reach millions of Filipino sports fans while strengthening awareness of its growing vehicle lineup.
Car brands have long used sports as a platform to connect with audiences, and GAC is following that approach through a campaign called “Go Above Competition.” Rather than limiting the partnership to logo placements, viewers can expect broadcast integrations, player-focused segments, and highlights designed to keep the brand visible throughout the season.
Beyond marketing, GAC says the partnership also reflects how its vehicles fit into the lifestyles of Filipino families and sports enthusiasts. The company highlighted models such as the all-electric AION V and AION UT for daily mobility, alongside its MPVs that offer extra passenger and cargo space for families, athletes, and their equipment.
Steven Wang, Senior Vice President of GAC International, said bringing the company’s sports marketing efforts to the Philippines marks another step in expanding the brand’s local presence. He noted that values commonly associated with sports, including determination, endurance, and teamwork, closely match the company’s identity and ambitions in the automotive industry.
The Philippine initiative builds on GAC International’s growing involvement in sports around the world. The company has previously sponsored football clubs including Deportivo Toluca FC in Mexico and Sydney FC in Australia, while also supporting international cricket, golf tournaments in Europe, China’s National Games, and endurance events such as the Bolivia Half Marathon.
As competition among automotive brands intensifies, partnerships beyond the showroom are becoming increasingly important. For GAC Philippines, tapping into the country’s passion for basketball and volleyball could become another avenue to introduce more Filipinos to its expanding range of conventional and electrified vehicles while building stronger brand recognition.
Autocar’s Take
GAC Philippines’ sports partnership feels like a sensible move rather than a flashy marketing stunt. Basketball and volleyball remain two of the country’s biggest passions, giving the brand an opportunity to connect with audiences outside traditional automotive advertising. If the campaign goes beyond simple commercials and creates meaningful fan engagement, it could strengthen GAC Philippines sports partnership awareness while introducing more Filipinos to the brand’s expanding lineup, including its electric vehicles. In today’s crowded automotive market, building familiarity matters just as much as launching new models, and sports continue to be one of the most effective ways to achieve that.
