Mar 10, 2011, 1:16 am
What is your opinion of the ABL? Should the ABL expand?
Quote:MAL â Fernandes looks to extend ABL's reach
KUALA LUMPUR (ABL) - Dato Sriâ Tony Fernandes! There are not many in the South East Asian region that are not awestruck by this name.
Be it turning AirAsia - the failing government-linked commercial airline - into the region's first and successful budget carrier, or being named the Forbes Asian Businessman of the Year for 2010, the 46-year-oldâs career graph is one that stands out for corporate efficiency in the developing world.
Two years ago, Fernandes forayed into basketball, putting together what many others had left after the âthoughtâ stage â a basketball league involving teams from the economically vibrant and culturally varied ASEAN (Assocation of Southeast Asian Nations) region.
Today the Asean Basketball League (ABL), as many discerning have acknowledged, stands as a shining example for an international league among the countries that are ambitious to make their mark in basketball.
Fernandes spoke to FIBA Asia moments after the ABL Season 2 Championship Dinner.
FIBA Asia: At the end of two seasons in the ABL, how does it feel? Is it coming along as you expected?
Fernandes: Things are fantastic. The ABL has made great inroads in opening up basketball to new crowd demographics while giving existing fans a much higher level of competition over five months, which they donât get in many of the ASEAN countries.
FIBA Asia: As a businessman investing in basketball, how do you see the progression between now and two years ago (when you launched the ABL)?
Fernandes: From a commercial perspective, we still need to break down the barriers in the region that many companies still have not embraced sport as a marketing tool. But we have seen substantial interest from ASEAN and multinational companies, who have seen how the ABL has taken the marketing of the game to another level and are now approaching us and our teams.
FIBA Asia: What would be your advice for people who are interested in investing in basketball?
Fernandes: My advice for them is that they at least have to love sports first. They need to understand it and be willing to make sacrifices.
They must understand that we are creating something new that has never been done before in the region and that they are going to be the pioneers of change. This means they have to match business sensibilities with an understanding of sponsorship packaging and savvy marketing to suit a regional platform.
FIBA Asia: Why basketball? AirAsia could have gone for pretty much any sport. Why particularly basketball?
Fernandes: AirAsiaâs involvement with the ABL is that the ABL is an ASEAN league, which is in line with the AirAsiaâs philosophy as an ASEAN brand. The ABLâs marketing and positioning is as dynamic as AirAsiaâs which is a perfect fit for us.
FIBA Asia: Did you think, in a region like ASEAN where basketball is not the leading sport, that things would turn the way they have?
Fernandes: We always knew that we could not compete with football. We came in more to build on what basketball had and take it to the next level with a more business-like approach matched with solid marketing and PR programme.
FIBA Asia: What are you most proud of in the two years of the ABL's existence?
Fernandes: That the ABL is still going strong after two years and still getting stronger! There were many basketball purists in the region, who did not support our dream, but thanks to the encouragement of FIBA Asia General Secretary Datoâ Yeoh Choo Hock and SEABA President Erick Thohir we persevered.
FIBA Asia: Are there any disappointments?
Fernandes: There is no real disappointments but it would be good to see ASEAN companies stepping forward bravely to embrace sport â many still donât realise the power of sport that can reach out to the masses in the region.
FIBA Asia: Can you talk about your association with FIBA Asia?
Fernandes: We have a fantastic relationship with FIBA Asia. Dato Yeoh and his team work with ABL CEO Kuhan Foo almost on a weekly basis to improve the league in all technical aspects.
FIBA Asia: What is your vision for the third ABL season?
Fernandes: In the third season, we want to see the ABL and our teams break even. We need this to build on our momentum. Also we are looking to add at least two more teams to our family.