Radar Tires Partners Manny Pacquiao’s Basketball League to Back Filipino Youth
Singapore-based tyre brand Radar Tires has signed a multi-year partnership with the Maharlika Pilipinas Basketball League, founded by boxing legend Manny Pacquiao, combining commercial expansion in the Philippines with support for grassroots sport and young Filipino talent.
Radar Tires has entered a multi-year partnership with the Maharlika Pilipinas Basketball League (MPBL), founded by eight-division world boxing champion Manny Pacquiao, as the Singapore-based brand expands its international sports sponsorship portfolio.
The agreement was formalised at a signing ceremony in General Santos City, the Philippines, at the residence of Pacquiao, who established the league in 2018 to provide young Filipinos with opportunities through basketball.
Under the agreement, Radar Tires becomes the MPBL’s official partner and exclusive tyre sponsor, securing category exclusivity and brand visibility across television broadcasts, livestreams, digital platforms and on-court advertising.
The partnership will cover the remainder of the league’s Season 8 playoffs and finals before continuing into Season 9.
With 28 teams expected to play approximately 400 games during the 2027 season, the arrangement will give Radar an extensive platform to reach basketball fans, households and communities across the Philippines.
For the company, the agreement combines brand development with a broader commitment to community engagement and youth participation in sport.
“The Philippines holds a special place in our hearts. For over 17 years, Filipino drivers and dealers have welcomed our brand, and this partnership is our way of coming closer to them and the communities they call home,” said GS Sareen, president and chief executive officer of Omni United, the company behind Radar Tires.
Sareen said the MPBL’s focus on developing young players and providing opportunities for emerging talent aligned with the brand’s commitment to supporting communities in the markets where it operates.
The Philippines has been a key market for Radar Tires in the Asia-Pacific region. Its partnership with the MPBL gives the brand a presence in a country where basketball is deeply embedded in community life and provides a nationwide platform through the league’s city- and province-based teams.
For Pacquiao, the partnership supports the league’s ambition to use sport to create opportunities beyond the basketball court.
“In basketball, just like in life, we go further when we move forward together. Through our partnership with Radar Tires, we share a common mission – to support Filipino talent, strengthen our communities, and give our athletes the opportunity to chase their dreams,” he said.
The MPBL provides homegrown athletes with a national platform to demonstrate their abilities, pursue professional opportunities and potentially build a livelihood through the sport. Its home-and-away format also brings games to communities across the provinces.
The league broadcasts its games on free-to-air television, helping extend access to supporters beyond major urban centres.
Joe Ramos, MPBL chief executive officer, said partnerships with commercial organisations would help the league create more opportunities for teams, players and communities.
Commissioner Emmer Oreta said Radar’s entry reflected the league’s growing commercial appeal as it prepares for its ninth season.
The agreement adds to Radar Tires’ international sports portfolio, which includes partnerships with Cricket South Africa, the Singapore Golf Association and Major League Baseball’s Texas Rangers. The brand has also sponsored former Australian cricket captain Michael Clarke and supported athletes competing in tennis, golf and off-road racing.
Radar Tires’ products are sold in more than 80 countries, covering passenger cars and light trucks.
The MPBL partnership illustrates how sports sponsorship can serve two objectives: helping companies deepen their presence in important consumer markets while providing financial and promotional support to sporting organisations.
For the league, the challenge will be to translate commercial partnerships into sustained opportunities for its players and communities. For Radar, the nationwide reach of Philippine basketball offers a way to strengthen brand recognition while associating its business with youth development and community participation.
As the MPBL moves towards Season 9, the partnership places Radar alongside a league whose identity is built around bringing basketball closer to Filipinos across the country.
