Event Sponsorship · Live Event Marketing
ASAP Live NY — Barclays Center
ABS-CBN International / The Filipino Channel · 2016
Situation
A Sunday Afternoon Party (ASAP) is the Philippines’ most popular variety show, featuring 40+ top-tier ABS-CBN celebrities. In 2016, The Filipino Channel brought this landmark live event to Barclays Center in New York — one of the largest and most prestigious entertainment venues in the United States — to engage the millions of Filipino-Americans on the East Coast. The event, branded “ASAP New York Invasion,” was a sold-out tent-pole cultural moment for the Filipino-American community.
Task
Build a sponsorship architecture broad enough to accommodate advertisers from Fortune 500 brands down to local Filipino-American businesses, while delivering premium on-stage experiences for flagship sponsors. Create a grand pre-show brand activation to generate audience energy and maximize sponsor visibility before the main event. Exceed ambitious revenue targets in a competitive live event market.
Action
As Head of Sponsorship and Ad Sales Logistics: established clearly structured sponsorship tiers (Platinum, Gold, Silver, Bronze, Community Partner, Custom) to accommodate the full range of U.S. and Philippine advertisers. Led inter-regional coordination between U.S. and Philippines teams across all planning and logistical requirements. Strategized, conceptualized, and executed the grand pre-show on-stage brand experience in collaboration with internal creative, production, and account teams. Spearheaded all on-site logistical operations for brand engagements and activations on event day. Led all creative sales packaging and salesmanship efforts.
Result
Barclays Center sold out — 12,000 Filipino-Americans. Exceeded ambitious sales targets by 20%. Advertisers across diverse sizes and product categories successfully participated in the event. The inter-regional U.S.–Philippines team working relationship established during this project became a benchmark for all subsequent similar projects. The on-stage pre-show and on-site brand engagement model was recognized as a best-in-class standard for future TFC events. Awarded MVP by TFC / ABS-CBN International leadership.
What This Demonstrates
Large-scale event logistics and operations management, cross-regional multi-stakeholder coordination, sponsorship architecture and sales execution, and the ability to deliver under high-stakes, high-visibility pressure — directly transferable to public agency event programming, major institutional communications, and enterprise-level marketing operations.