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Tanduay Inks Deal with the Phoenix Suns, Becomes First Philippine Company to Sponsor 5 NBA Teams

Just weeks after it sealed agreements with two other teams from the National Basketball Association (NBA), Tanduay has entered into a partnership with another exciting team — the Phoenix Suns. This makes it the first Philippine company to simultaneously sponsor five NBA Teams, making an even more aggressive international marketing push. 

Apart from the Phoenix Suns, Tanduay has inked partnerships with the Minnesota Tim-berwolves and Milwaukee Bucks early this year. It also has an existing partnership with the Golden State Warriors and the Brooklyn Nets.

In line with the partnership with the Suns, the two organizations will release co-branded bottle packaging during the NBA season.

“As we expand our business worldwide, we create partnerships with organizations that share our passion for excellence. We are confident that the NBA is a significant venue to grow our brand awareness in Arizona and beyond. It is definitely an honor to be a partner of the Phoenix Suns, and we are looking forward to bringing our Philippine-made prod-ucts to more cities in the U.S. which has a huge potential as a market for rum and other spirits,” Tanduay President and COO Lucio Tan III said.

Tan, whose family conglomerate have interests in retail, airlines, banking, tobacco, real estate and renewable energy business, is a graduate of Stanford University. Since as-suming the leadership of Tanduay, he has moved to expand the alcoholic beverage business’ global distribution, especially in the U.S.

Phoenix Suns Chief Revenue Officer Dan Costello shared positive prospects of the part-nership with Tanduay.

“We have heard so much about the craftsmanship that Tanduay, a heritage brand from the Philippines, uses to develop its products. We are thrilled to be aligned with another world-renowned brand with rich history, just as the Phoenix Suns, have the deepest his-tory in Valley sports,” said Costello. 

He added that the Suns have over 500,000 Filipino fans on social media who engage with and love the team.

“We are excited to bring a beloved Filipino brand into the Phoenix market to continue to connect the Suns to our fans in the Philippines and around the world,” said Costello.

Tanduay Rum has the quality and taste profile essential to making cooling tropical cock-tails perfect for warm Arizona days and nights.

“We are excited that the distinct tropical taste of Tanduay’s finest rums would be a good fit for Arizonans,” Tan said. 04/30/2021 (Runner Rocky)


About Tanduay

Tanduay is one of the most-awarded rum brands in the Philippines, receiving various lo-cal and international citations. In 2017, it was declared the World’s Number One Rum by Drinks International magazine. Tanduay has held this title for three consecutive years. Tanduay started out as a distillery in Hagonoy, Bulacan, a province in the island of Luzon known for its heroes and craftsmen. It changed ownership throughout the decades and has been under the Lucio Tan Group of Companies, Inc., one of the biggest conglomer-ates in the Philippines, since 1988. Even as the years passed, Tanduay has maintained the traditional way of distilling its rums, a practice that started in its now decommissioned Manila distillery. It has likewise consistently maintained its product quality, ensuring that Filipinos and foreigners alike will enjoy the same taste and aroma of a Tanduay product wherever they are in the world.  For inquiries and more information about Tanduay, visit


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