In an effort to expand its market share for its consumer electronics and home appliances products, Toshiba Philippines has recently entered into a marketing partnership with the National Basketball Association (NBA).

The announcement also coincided with the launch of Toshiba’s latest line of high-definition TV sets, notebook computers and refrigerators. Among the new products launched were the Regza-branded RV600 and ZV600 series high-definition LCD TVs, the new Portege Slim Series T110 and T130 notebook PC’s and new refrigerators in the single, two-door and premium class categories.

“We are quite sure that these products will bring excitement to our Filipino customers,” exclaims Toshiba Asia Pacific Director Hiroyuki Ishida, who also admitted that Toshiba “is basically starting from zero but is here in the Philippines because of its potential.” Ishida said Toshiba hopes to gain a modest share of 5 to 10 percent of the home appliances and consumer electronics markets by next year.

And this is where the new partnership with the NBA comes into play. “The incredible popularity of the NBA will immediately strengthen and energize Toshiba's brand in the Philippines,” says Toshiba in a statement. “Toshiba will utilize the NBA’s comprehensive marketing assets, media, and on-ground initiatives to showcase its innovate products to Filipino consumers”

For his part, NBA Asia Senior Vice President and Managing Director Scott Levy said the partnership with Toshiba “will build on the NBA’s presence in the Philippines.”

As part of this campaign, Toshiba will be conducting product road shows in major shopping malls, tours in offices and schools from Christmas season until the end of March 2010.
There will also be a Toshiba and NBA co-branded advertising campaign that will run throughout the NBA season including television broadcasts, NBA.com and high-profile NBA events as well as contests where a free trip to an NBA game in the U.S. and authentic NBA merchandise are up for grabs.

NBA basketball games are some one of the most watched and anticipated sports events on television in the country. The games are currently aired on Basketball TV, C/S 9, ESPN and STAR Sports.