Award: CAMPAIGN CATEGORIES \ C35. Best Sports Event

TNT RHJ on Tour redefined sports brand activation in the Philippines by choosing depth of impact over spectacle. In a category often dominated by arena-scale events and broadcast reach, TNT Tropang 5G partnered with PBA champion Rondae Hollis-Jefferson to bring professional-level basketball mentorship directly to underserved communities nationwide.

Executed across nine cities spanning Luzon, Visayas, and Mindanao, the tour delivered structured clinics intentionally capped to preserve hands-on engagement. A total of 552 youth athletes trained under the direct guidance of RHJ and respected basketball icons, receiving access rarely available outside professional programs.

By investing in grassroots infrastructure rather than event theatrics, TNT repositioned itself from sponsor of the sport to active architect of its future. The initiative proved that meaningful scale is not measured by crowd size, but by access created, trust built, and foundations strengthened within the communities where the game begins.