Globe taps Alex Eala homecoming to strengthen customer engagement and national pride

Globe has celebrated the homecoming of Filipino tennis star and long-time brand ambassador Alex Eala with an exclusive fan event in Manila, transforming her recent success on the Women's Tennis Association (WTA) circuit and historic Wimbledon campaign into a customer engagement initiative centred on national pride.

The event combined an on-stage conversation with Eala, meet-and-greet sessions and a global livestream, allowing fans across the Philippines to participate. Globe positioned the activation as both a celebration of Filipino sporting achievement and a loyalty experience for its customers.

"I genuinely felt everyone's love and support during each match, so it's wonderful to be home again and to have this special fan meet, thanks to Globe," said Eala. "I'm grateful for the opportunity to inspire and elevate Filipino talent on the global stage. I've worked with Globe as an ambassador for many years because of its larger purpose of uplifting Filipino lives every day, and I'm happy we got to share that purpose through this special homecoming fan meet."

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Carl Cruz, president and CEO of Globe, said Eala's achievements reflected values the company wanted to champion through its brand.

"For Globe, Alex Eala embodies the Filipino world class talent, inspiring grit and hard work, telling the world that Filipinos have what it takes to compete and win," he said. "Her journey is a wonderful story of hope for all of us. We create moments like these when we rally behind our own, we inspire more Filipinos to dream bigger, and believe in ourselves that we can make things happen."

To reward customer loyalty, Globe offered several routes for fans to attend the event. Selected participants who shared their stories through the #ChooseGlobe campaign received invitations, while eligible Globe Mobile and Broadband customers could redeem Globe Rewards points or participate in the Happy Tappy game within the GlobeOne app's GoKen Zone for a chance to secure passes. Additional tickets were also allocated to GPlan Jr. and Globe Platinum customers.

Darius Delgado, Globe's chief commercial officer, said the campaign was designed to create more meaningful interactions between customers and the athlete.

"This homecoming has been a rare opportunity to bring Filipino fans and Globe’s loyal customers closer to a talented athlete whose success has inspired the entire nation," he said. "We have turned a moment of national pride into something wonderful and more personal, more memorable, and even more rewarding for everyone who continues to support and celebrate Filipino excellence."

The event drew Globe customers, students and sports enthusiasts, reflecting the growing influence of Eala's achievements across digital platforms. Globe noted that Filipino sports fandom has become increasingly driven by milestone moments and social-first conversations, with global sporting successes generating widespread engagement online.

By linking Eala's return with exclusive customer experiences, Globe reinforced its long-running ambassador partnership while positioning the activation as a celebration of courage, excellence and Filipino pride.

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