The Ginebra Blueprint (Part 1)

Lahing Ginebra, laking Ginebra
(Photo credit: Inquirer.net)

The Philippine Basketball Association appears to be at a complete loss when it comes to trying to achieve even a quarter of the Manila Classico live audiences for games that do not feature Barangay Ginebra (and in some ways, Star Hotshots).

Just how on earth did Ginebra grow into such a cash-cow, given the fact that it has hardly been in the PBA Finals while also being a non-family friendly brand in itself? Is it really because of Robert Jaworski, Sr.’s magic? The man dubbed as the “Living Legend” has been retired for nearly two decades now. Is it because of the “masa” charm of their players? Greg Slaughter, Sol Mercado and Chris Ellis do not exactly connect with the stereotype.

So what gives?

If you ask many of today’s Ginebra fans, they are fans because: 1) Jaworski-era fans 2) 2nd generation Jaworski-era fans (were exposed to the PBA and Ginebra by their elders) 3) Fangirls/gays who think Chris Ellis is a basketball god-send.

Only a few would really say that they are fans because of Ginebra’s style-of-play; which has honestly been a mess pre-Tim Cone. They scream “run and gun” but we could’ve sworn that Jong Uichico and Siot Tangquincen asked Ginebra to play more half-court (to maximize Eric Menk and Rudy Hatfield around the paint). Juno Sauler, Ato Agustin, Frankie Lim and even Cone earlier this season? They ran (or were asked to run) everything through Slaughter.

So no, the “new” fans aren’t there because of Ginebra’s on-court product.
If anything, the new fans are there because the whole “NSD” blood was passed on to them. Because their fathers and uncles showed them how fun the game is, and how, because everyone’s cheering for them, it is easier to simply go along and ride the current.

They are there, because the team itself reciprocates and rewards their support by holding open door practices, fans day, meet and greets nationwide (while promoting their product even). They have sexy calendars printed, they have commercials that feature their own players (who we doubt actually drink Ginebra on a regular, social-gathering basis) and so on.

What can the rest of the PBA teams do?

It is actually a lot simpler than many think, provided they have the patience.

1. Continuity. Jaworski was one of the longest-tenured player/coaches in PBA history; not only that, but he chose to stuck with the guys he had for the long run and didn’t really buy into trades. Most of his players were homegrown, and we don’t exactly remember him trading anyone of value anywhere unless he was forced to do so.

2. Play with passion. Fans don’t mind the bickering, the antics, the theatrics, for as long as it is in the spirit of competition. Guys like Calvin Abueva, Beau Belga, Marc Pingris—non-Ginebra guys, they exude the same DNA as Jaworski and his peers. They didn’t play for pay, they played for pride. They didn’t care much about looking good, for as long as they get an advantage and win.

3. Fil-foreign control. Yes, basketball is a global sport and the PBA should continue moving in that direction. But it doesn’t really help if teams start parading a roster that has five to six unknown Fil-foreigners prancing around. Local fans would question their heart and commitment right away, especially if we see them coasting in games or not living up to their potential. Easiest way to kill a fanbase, really.

4. Draft pogi. If all else fails, draft a competent basketball player with good looks and make him an attraction. We are not saying that teams should commit their offense to that dude (say, Ginebra just drop all logic and run with Ellis full time), but just keep him involved long enough for his fans to care about what else is going on. This is a simple, tried and tested strategy that was even seen in the Football front by way of the Azkals.

(To be continued)