The National Basketball Association (NBA) has stepped up its focus on Asia by agreeing a marketing partnership with Toshiba in the Philippines.

The news was announced in the Filipino capital Manila at a launch of Toshiba products. A statement said: “The alliance between the two leading brands of their respective fields will use various marketing platforms to bring NBA excitement to Filipino fans throughout the NBA season.”

It continued: “Toshiba will utilise the NBA’s comprehensive marketing assets, media, and on-ground initiatives to showcase its innovate products to Filipino consumers.”

Toshiba is making a significant effort to break into the Filipino market. Its Asia-Pacific general manager for strategic planning Hiroyuki Ishida said: “We are basically starting from zero, but we’re here in the Philippines because we believe it has potential.” The company has plans to gain a five per cent market share in the appliance business within two to three years.