GAC Philippines is shifting its marketing strategy into high gear by betting big on one of the country’s most passionate audiences—sports fans.
In a move aimed at expanding its visibility and strengthening its presence in the Philippine market, the global automotive brand has entered into a strategic partnership with Cignal TV and TV5, placing GAC at the center of the country’s biggest basketball and volleyball broadcasts.
The collaboration gives GAC a front-row seat across premier sporting events, including the PBA Governors’ Cup, the Premier Volleyball League (PVL) On Tour and Invitational Conference, and UAAP Season 89 Men’s Basketball, allowing the automaker to reach millions of viewers nationwide.
The partnership marks more than a sponsorship deal. It represents GAC’s push to transform itself into a lifestyle brand closely associated with competition, performance, and Filipino sports culture.
From the Showroom to Center Court
Under the campaign theme “Go Above Competition,” GAC will be woven directly into live sports coverage through broadcast integrations, exclusive player segments, highlight features, and fan-focused content designed to keep the brand visible throughout every game.
Rather than relying solely on traditional advertising, GAC is positioning itself where Filipino audiences spend some of their biggest viewing moments—inside packed arenas and in front of television screens during the country’s most-watched sporting events.
The strategy reflects the company’s belief that the same qualities admired in elite athletes—discipline, endurance, teamwork, and relentless improvement—also define its approach to building next-generation vehicles.
Targeting Active Filipino Families
Beyond brand awareness, the partnership also showcases GAC’s expanding vehicle lineup as mobility solutions for modern Filipino lifestyles.
The company highlighted its fully electric AION V and AION UT models for drivers seeking smart, efficient transportation, while its MPV lineup is being positioned as practical options for families, athletes, and teams who require spacious and versatile vehicles for daily travel and sporting activities.
By connecting its products with active lifestyles, GAC hopes to strengthen its appeal among consumers looking for vehicles that support both work and recreation.
A Global Sports Strategy Arrives in the Philippines
According to Steven Wang, Senior Vice President of GAC International, bringing the company’s international sports marketing program to the Philippines is part of its long-term commitment to the local market.
He said sports perfectly reflect the values that define the GAC brand—energy, resilience, determination, and continuous innovation—and the partnership with Cignal TV and TV5 allows the company to connect with Filipino fans through those shared ideals.
The Philippine campaign builds on GAC International’s extensive global sports portfolio.
Over the years, the automaker has sponsored professional football clubs such as Deportivo Toluca FC in Mexico and Sydney FC in Australia, supported international cricket competitions including the Global Super League in the Caribbean, backed professional golf tournaments in Europe, provided official mobility fleets for China’s 15th National Games, and sponsored endurance events such as the Bolivia Half Marathon.
With Philippine sports attracting millions of loyal followers every season, GAC is betting that its latest partnership will accelerate more than brand recognition—it could help drive the company deeper into one of Southeast Asia’s fastest-growing automotive markets by becoming part of the country’s biggest sporting conversations.