GAC Philippines is taking its brand beyond the showroom and into the country’s biggest sporting arenas, partnering with Cignal TV and TV5 as it seeks to build deeper connections with Filipino consumers through basketball and volleyball.
The collaboration gives the Chinese automaker prominent exposure across broadcasts of the PBA Governors’ Cup, the Premier Volleyball League On Tour and Invitational Conference, and the UAAP Season 89 men’s basketball tournament, placing the brand before millions of viewers throughout the season.
The move reflects a broader shift in automotive marketing, where manufacturers are increasingly aligning themselves with lifestyle and passion points rather than relying solely on traditional advertising. In the Philippines, where sports command some of the largest television audiences, the strategy offers brands an opportunity to build stronger emotional connections with consumers.
The partnership also reinforces GAC’s “Go Above Competition” campaign, a play on the company’s initials that emphasizes performance, resilience and continuous improvement, values the automaker says are shared by athletes and motorists alike.
Viewers can expect GAC-branded game broadcasts, player features and highlight segments designed to keep the brand visible throughout the sporting calendar while strengthening its presence in the Philippine market.
The campaign also serves as a platform to showcase GAC’s expanding vehicle lineup. The company said its all-electric AION V and AION UT are designed for motorists seeking efficient daily mobility, while its multipurpose vehicles cater to families, athletes and active consumers who need greater versatility.
“Bringing our global sports marketing tradition to the Philippines is an exciting step as we deepen our roots in the country,” said Steven Wang, senior vice president of GAC International. “Sports embody energy, endurance and relentless determination, which are values that lie at the very core of GAC’s brand DNA.”
The Philippine partnership builds on GAC International’s broader global sports strategy, which spans professional football, international cricket, golf and endurance racing.
For GAC, the objective extends beyond brand visibility. As competition intensifies in the Philippine automotive market, the company is positioning itself not just as a vehicle manufacturer but as a lifestyle brand, using sports to strengthen consumer engagement while supporting its longer-term push in both conventional and electric mobility.
