Case Study
FWD x MCX
Naming rights sponsorship of a major new highway in the Philippines
Ayala Corporation had built a new toll expressway connecting the southern province of Cavite to Muntinlupa in the Philippines. Ayala sought to diversify its revenue streams from the asset and appointed PHAR as their brand sponsorship consultancy to conceptualise a sponsorship naming strategy.
Client
MCX
Service
PHAR's Solution
We conceptualised the advertising architecture and devised a comprehensive sponsorship strategy to create competition and interest amongst advertisers. Our approach leveraged local market insights and our wide client base, helping us stand out as a leading sponsorship agency. Through strategic sponsorship valuation and consultancy, we identified key opportunities to maximise the asset's value. By creating competition, with Toyota among the bidders, we were able to boost commercial value and expedite the sales process. PHAR’s expertise as a sponsorship sales agency ensured we closed the deal effectively and quickly.
The Result
PHAR successfully secured the world’s first title sponsorship of a motorway with major insurance brand FWD, a new entrant to the Philippines market, launching a car insurance product. FWD became the title sponsor of the FWD-Muntinlupa-Cavite Expressway through an eight-year deal, further demonstrating our strength as a sponsorship agency and consultancy.
