Sportswear brand Fila has been named as the official sponsor of the Philippine National Rugby Union, popularly known as the Volcanoes, as they make their debut in the Rugby World Cup Sevens at Moscow next month.
Fila will supply the team with training apparel and new jerseys that will carry the brand`s logo and colors. The team will also be known as the Fila Volcanoes, as part of naming rights stated in the deal.
“Rugby is not given attention in the Philippines. Our vision is to support teams that have not been fully funded,” Maricris Albert, president and chief executive of Fila Philippines manufacturer Isports Life.
The company recently began a social media campaign on Facebook called “Burning Questions” to drum interest about the sport and the 10-man team. Fila Volcanoes is also promoted on Twitter, with the hashtag #prideburnsdeep.
Maximizing the sponsorship, Fila will be selling Fila Volcanoes merchandise, which includes jerseys, shirts, shoes and caps, in its 300 outlets nationwide on the back of the growing popularity of European sports such as Rugby.
While figures are under wraps, the partnership with the Volcanoes is said to be Fila Philippines’ largest marketing effort in sports, following similar deals with polo and basketball events in the country.
“In our eyes, they already succeeded to be representing our country to the Rugby World Cup of Sevens,” said Albert. “This is a perfect partnership because like our brand, we also take pride to succeed.”