SM, PLDT sign branding deal for MoA Arena

Posted at 07/12/12 5:33 PM

MANILA, Philippines - Officials of the SM group and and Philippine Long Distance Telephone Co. (PLDT) signed a 3-year partnership deal that will give the telecoms giant "exclusive branding rights" for the Mall of Asia Arena in Pasay City.

Under the deal, the branding rights and license will allow PLDT to have the phrase "powered by PLDT" on all MOA Arena branding, including the scoreboard, LED ribbon boards and digital spots.

PLDT will provide various services like telephone lines and CCTVs. The partnership will also give PLDT murals, 3 corporate suites and 2 showrooms at the Arena.

SM Prime Holdings president Hans Sy and PLDT chairman Manuel V. Pangilinan signed the deal in a ceremony at the Arena on Thursday.

The Mall of Asia Arena is operated by SM Arena Complex Corporation and managed by the West Avenue Theaters Corporation. The 16,000-seater complex is considered a prime venue for entertainment, sports and institutional events.

This is not the first time that PLDT has entered into a branding partnership. Smart Communications had also bagged the branding rights for the Araneta Coliseum.