The National Basketball Association (NBA) has signed a multi-year marketing partnership with financial technology company Salmon, making the firm an official NBA partner in the Philippines.
The partnership was announced Saturday, Aug. 29, at NBA House Philippines 2026 in Makati City by NBA head of Southeast Asia and Asia Marketing Sheila Rasu, NBA Asia head of growth and innovation Ed Winkle, and Salmon co-founders George Chesakov, Pavel Fedorov, and Raffy Montemayor.
Under the agreement, Salmon will participate in NBA-themed consumer promotions and fan events and offer NBA-branded premiums in the Philippines.
The fintech company is a supporting partner of NBA House Philippines, being held Aug. 29 and 30 at SPACE at One Ayala.
Starting with the 2026-27 season, it will also become presenting partner of the NBA 3X Philippines Open, a 3-on-3 basketball tournament featuring men’s and women’s teams.
“Basketball is a part of our daily lives as Filipinos, from the courts in our barangays to the TV screens in our homes, and it is woven into the country’s cultural fabric,” Montemayor said.
“We want Salmon to work the same way: a reliable partner that is present for everyday money moments and a brand that brings people together. Aligning with the NBA, one of the most recognizable brands in the world, is a natural, strategic move to connect with Filipinos through something they love.”
Rasu said the partnership would be used to expand NBA-related fan activities in the country.
“Salmon shares our commitment to using the power of basketball to bring Filipinos together and we couldn’t be more excited to work together to create new touchpoints for NBA fans across the country,” she said.
“We look forward to joining forces in an effort elevate NBA-themed experiences at events like NBA House and NBA 3X Open that celebrate their passion for the game.”
NBA games are currently available in the Philippines through One Sports, RPTV and NBA TV Philippines, as well as streaming services Disney+, Pilipinas Live, Prime Video and NBA League Pass.
