Yamaha Motor Philippines Teams Up with UAAP to Power Student Athletics

Last May 26, 2014, Yamaha Motor Philippines Inc., a leading name in the motorcycle industry, formally launched its partnership with the University Athletic Association of the Philippines at YZone in Ortigas.

Over the years, Yamaha Motor Philippines has aimed to provide customers with innovative and unique riding experiences. Through this commitment, they continue to empower riders with passion while delivering exceptional value and satisfaction.

Yamaha Motor Philippines currently holds the largest market share in the AT (Automatic Transmission) category. For those unfamiliar, AT refers to automatic motorcycles, a segment in which Yamaha has established a strong and dominant presence.

When Sales General Manager Mr. Romy Tan joined Yamaha seven years ago, the Mio Sporty brand was already well-established, and he shared that it has since captured a significant share of the market in its category.

This year, Yamaha aims to strengthen its position further through its partnership with the University Athletic Association of the Philippines, which continues to enjoy strong support among the youth and sports community.

The company remains committed to delivering exclusive experiences by offering pioneering products and lifestyle-driven events. By aligning closely with universities and targeting college students as a key market, Yamaha hopes to create greater engagement and satisfaction among its customers.

They believe that this partnership will further enhance customer value, make the brand experience more exciting, and help maintain their leadership in the AT segment.

UAAP board member Mr. Rodrigo Roque reflected on the league’s rich history, highlighting its early beginnings in the 1930–31 season, a significant period that saw institutions such as NU, UST, and UP among the pioneering members of what would become the UAAP.

The founding schools, NU, UST, UP, and FEU, were formally organized in September 1930. In the 1950s, other universities such as MCU, UM, Adamson University, and UE joined the league, although only Adamson and UE eventually attained regular membership status. Ateneo de Manila University joined in the 1970s, followed by De La Salle University in the late 1980s, completing the UAAP roster as it is known today.

Now celebrating over 77 years of athletic excellence, the UAAP continues to grow stronger, and with its partnership with Yamaha, organizers hope to build on this legacy and achieve even greater success in the years ahead.

Ms. Karen Coloma, Head of the Licensing Division of ABS-CBN Corporation, expressed pride in being part of the collaboration, which brings together a world-class motorcycle manufacturer like Yamaha and the country’s premier university sports league, the UAAP. She noted how the league has significantly grown over the years, both in influence and popularity.

She also shared observations on UAAP’s recent rise in national television ratings, as well as the unprecedented number of fans filling arenas across the country. According to her, this surge in viewership and live attendance is a strong testament to the league’s continued momentum and growing cultural impact.

This year’s UAAP theme, “Unity and Excellence,” perfectly reflects the essence of the partnership. The collaboration highlights shared values of innovation, global standards, sportsmanship, and athletic excellence, qualities long embodied by the UAAP and embraced by the youth it continues to inspire.

Mr. Ryan Jude Camus, Yamaha Marketing Section Manager, also shared exciting plans for fans and supporters under the partnership. He emphasized that Yamaha has a lineup of activities prepared to further engage the UAAP community.

Traditionally, motorcycles were viewed mainly as a mode of public transportation. However, as the market continues to evolve, Yamaha has successfully positioned motorcycles as part of a modern lifestyle. Their automatic transmission (AT) lineup reflects different customer personalities and lifestyles, strengthening Yamaha’s image as a youthful, stylish, and innovative brand.

As part of the partnership, Yamaha will launch TV commercials aired during UAAP broadcasts, conduct school tours across various UAAP universities, and host on-ground activities during game seasons. These initiatives aim to further introduce Yamaha’s AT products and strengthen engagement with students and fans alike.

In addition, Yamaha will also activate special events during UAAP games and support school representation using Yamaha products, further solidifying the connection between the brand and the university sports community.

As mentioned, the athletes won’t be the only ones in the spotlight as Yamaha holds a graphic design contest for the MIO Sporty; a winning design will be selected for each university in the UAAP.

The top 3 designs for each school will be featured and winners will receive different prizes and the top design from each school will then be customized by Yamaha Motor Philippines for event display.

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With its great partnership with UAAP, Yamaha will surely give its customers a thrilling riding experience that will be a one great adventure for everyone.