Case Study: Marketing Philippine Sports by Strengthening Government Consistency on Support and Prioritization

1. Gutierrez, Natashya. (2012). The problem with Philippine sports. Retrieved from http://www.rappl er.com/sports/10591-the-problem- with-philippine-sports
Lok, Niko. (2009). The Forgotten Filipino Athete. The Guidon.
Complativo, C., Panaligan M.G., (2014). Pennies for Gold: An investigative study on government support to national athletes under the Philippine Sports Comission.
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AAthletes, the most competitive people in the land, are ones who are trained to compete in
sports which requires strength and physical skill. Stated earlier may be the essential requisite
in order to be an athlete, in addition to that you must also possess mental ability and a heart
with a passion in order to win. Winning means you are satisfied that you gave all your best to
the game, awards are just a bonus. However, unlike in any ordinary game, your goal is just to
enjoy and love the game but going out to represent an institution or the state possess another
goal and standard. Athlete-representatives, of course, want to bring honor to their institution
or country by bringing home the bacon.
Here is the problem. For example, imagine
what it feels like playing the sport you love
while carrying the name of your school, you'll
feel the pride at the same time the pressure.
In addition to that, imagine playing for the
school getting no support at all. Training with
yourself, not getting enough benefits, paying
for your own training, travel and necessity
expenses during games. Self-support feels
like no one cares at all that you are playing
for them. This is the reality in Philippine
sports: The Filipinos bear the passion and
the talent, the thing that fails us miserably is
nothing but the government. According to
Coach Noel Santos of the Philippine
gymnastics team, the reason behind the
country's lack of Olympic success is never a
question of talent, but the insufficient and
mismanaged funding by the government. By
means of insufficient and mismanaged fund,
our Filipino athletes lack equipment, facilities,
training, benefits and most of all, appreciation,
exposure and the ability to be internationally
competitive.
There are so many children with potential
talents wandering around the land of the
Philippines however they lack attention,
financial ability and government support.
Senator Pia Cayetano, a sports advocate,
once said “I believe that if we truly prioritize
sports many will be veered away from drugs,
many will finish college.” Our objective is to
meet the needs of our athletes who has given
us their outmost effort in representing our
country.
Together with the proper allocation and
distribution of funds, the researchers believe
that we must promote the grassroots

2. Gutierrez, Natashya. (2012). The problem with Philippine sports. Retrieved from http://www.rappl er.com/sports/10591-the-problem- with-philippine-sports
Lok, Niko. (2009). The Forgotten Filipino Athete. The Guidon.
Complativo, C., Panaligan M.G., (2014). Pennies for Gold: An investigative study on government support to national athletes under the Philippine Sports Comission.
approach wherein children with potentials will
be groomed from childhood to adulthood,
consistently. Through grassroots approach,
there will be two benefits: this will produce
the best and competitive athletes; and these
potential athletes will replace retiring national
athletes. However, how can aspiring and
potential athletes train if there is no enough
facilities, so we decided to include in our
program to extend Olympic standard facilities
throughout the country. We also wanted to
propose benefits throughout the grooming
stage of the athletes like proper recognition
and stable financial support not just for
trainings but also for their family. Why include
financial support for the families? According
to The Guidon (2009), the official student
publication of Ateneo de Manila University,
athlete representatives for Olympic games
save their government-funded allowance by
spending on cup noodles, processed foods,
and the like in order to provide bigger amount
for their families back home while in fact they
should be eating balanced diet as they are
athletes. Through these programs and its
implementation we can increase the
percentage of Olympics participants and
produce globally competitive Atletang Pilipino.
However, consistency and proper funding is
much needed in order to produce positive
outcome. This plan will target athletes,
consumer as its counterpart, to create
interest and satisfy their needs to the sports
program of our company in strengthening the
Philippine sports.
We believe that the lack of government
support is the main cause of the problem. To
support this hypothesis, a Rappler article
says the only president who has given much
attention on sports is Fidel V. Ramos wherein
he promote sports program and even signed
a law regarding Physial, Fitness and Sports
Development Council. The results of his
emphasis on sports was shown in the
Philippine team's results at international
competitions. In adition to that, the last
Olympic medal won by the Philippines was
during his administration. (Gutierrez, 2012)
According to the study made by UP
Journalism students Complativo and
Panaligan (2014), the declining performance
of national athletes can be attributed to the
dwindling government support in the form of
budget. From the failure to acquire enough
funds to the mismanagement of those
finances, the burden is placed on the
shoulders of the athletes as the front liners in
competitions and the biggest stakeholders in
the Philippine sports.