Ateneo-DLSU rivalry generates thousands, even million pesos (From Game flow to cash flow)

Lasallians around the world stop together at this very moment to witness the clash of the blood rivals. Students, together with their professors are bracing for war. The alumni are stealing time from work. Because it is the climax of the Archer- Eagle season 70 chapter. With the Archers having the most favorable twice-to-beat advantage in this series, they know that they simply cannot let this go to waste. I have never seen them train so well the past few practices. Their sweats, perseverance and the Lasallian community’s togetherness exude one thing: That in this fateful day, it’s time to finish business right away. UAAP Courtside reporter Sharon Yu observed the intensity of the Ateneo-DLSU rivalry. Whenever the Green Archers and Blue Eagles clash in Araneta Coliseum, the whole world stops to watch the sought-after rivalry in Philippine sports.  We witnessed how each school exchange cheers and jeers. We saw how some alumni react impulsively inside the court. But more than watching the game and observing the attitude of UAAP fans, there are parties who benefit a lot from the “rivalry”.  Let’s set aside the ballgame analysis and discuss the social dimension of Ateneo-DLSU rivalry. Here are six main groups who turn the game flow into cash flows:   

1.                  The Scalpers 

Around 50 to 60 scalpers are roaming around Taft, Katipunan, and Cubao just to find students and alumni who really love to watch the games live. The joy of the fans is an income for the scalpers.    

In a The LaSallian October 2002 issue, Christopher Chua wrote, “Scalpers exhaust their voices and exert extra effort in order to sell their tickets. Most buyers continuously bargain for a lower price, but in the end the scalpers still dictate the ticket’s price…For scalpers, selling overpriced tickets is their way of living. It has already been, and will still be part of their lives. For them every sale is vital.”

 Meet Kuya “Jimmy”, a scalper for more than eight years. All the way from Cavite, Jimmy travels to DLSU to contact students and professors who have spare tickets. Then, Jimmy sells these tickets during the game. Sometimes, he delivers the tickets to houses of alumni, just like a door-to-door service.  Jimmy gave an estimation of the scalped prices:  

UAAP Ticket	Regular price (UAAP school)	Araneta Coliseum Price	Scalped Price
General Admission	20	25	300 – 400
Upper Box B	50	70	1,200 – 1,500
Upper Box A	100	120	2,000 – 2,500
Lower Box	150	250	3,000 – 4,000
Patron	200	350	5,000 – 10,000

When DLSU and Ateneo met during the 2002 championship, Jimmy profited more than P20,000 just from scalping tickets. Last season, he did not gain much because of Green Archer’s suspension. “Malakas talaga ako kumita kapag game ng Ateneo-La Salle. Bawi na ako,” he said.

DLSU security guards cannot allow the scalpers to stay in front of the South Gate, and so they can only convince students who are passing the McDonalds area. The Safety and Security Office (SSO) cannot bring them to police stations, because this is not part of their duties. All the guards can do is to call the attention of policemen assigned in the area. SSO Director Dionisio Escarez said that they could easily bribe some authorities; so they can wander around and sell scalped tickets again.

Despite the challenges and restrictions they encounter, scalpers strive to live to fight another day. See them in Araneta. 

 2.                  The Media 

Yes, particularly the Studio 23 (one of the stations handled by ABS-CBN). Accenture, Samsung Electronics Philippines Inc., PSBank, and Smart Communications are a few ads aired in Studio 23. Imagine that for every 30 second commercial, the network can earn as high as 200,000. The whole coverage of UAAP Basketball alone can already produce a lot of money for the network.

 According to a reliable source, the audience share of the network increases whenever Ateneo and DLSU are contending. In fact, ABS-CBN also airs the game in ANC Global for alumni who are watching abroad.  Aside from Studio 23, radio and broadsheets are also benefiting from the rivalry. UAAP games – particularly the match of two top universities – are the most read articles in inquirer.net and other online broadsheets. There is one radio program (107.8 FM) that talks about the rivalry. The program partners with a food company. While the company is serving food in the dome, the program tallies the number of students who buy the fries. Ateneo or La Salle? Of course, the program also conducts game analysis.  Some websites like Yehey, Archerpride, Inboundpass, and Pinoyexchange also talk much about the rivalry. This means an increase in their hits.      

3.                  Advertisers

 Whenever you go to games, you will be given cheering paraphernalia courtesy of advertisers – the sponsors who take full advantage of the UAAP season.  In my view, Accenture signed a contract with the prestigious league to attract graduates from UAAP schools. On the other hand, Samsung is a technology-based company that wants to reach the “techie” young people.   DLSU’s suspension last season has prompted advertisers to back-out. It can be recalled that a one-year ban was slapped against DLSU, because the institution admitted that two of its Green Archers are ineligible students.  In an Inquirer article, “According to an official from ABS-CBN Broadcasting Corp., the television network that doubles as the UAAP’s marketing arm, approximately half of the league’s top advertisers have pulled out this season. The percentage as to how much La Salle’s absence has to do with it is even greater.” Jojo Garcia, ABS-CBN’s customer development head for Sports, admitted: “the game venues for last season – Ninoy Aquino Stadium and Rizal Coliseum – also had a hand in turning away some of the UAAP’s top advertisers.”  Among the missing notable sponsors last Season 69 were Globe Telecom, Nestle Philippines, and Samsung. Other top advertisers like Mentos, Milo, Polo, and Close-up also pulled out their slots.   Although the UAAP board said that their absence was coincidental, this is still a big loss for the league. When DLSU returned this Season, some of these advertisers were back. Is this still coincidental?  4.      Restaurants and recreations

Those who cannot watch the game live in Araneta Coliseum just go to restaurants and other food establishments.

 Alumni from DLSU and Ateneo gather in different restaurants, of course, with big white screens (Makati, Ortigas, Cubao, and Libis).  In National Sports Grill in Makati, the executives and employees stop from their works and watch the game. Even customers of the Oyster Boy in Cubao (a restaurant co-owned by Marvin Agustin) also tuned in to the game. A waiter shared that alumni from Ateneo and DLSU are distinctly separated when they watch the rivalry. Naturally, the number of customers will increase.  The phenomenon reaches as far as Cebu and Davao.     

5.                  The Bookies

 Bookies are the point persons who gamble during basketball games, particularly during the UAAP matches.  My friend “Bart” has been a bookie for many years. He said that he gambles only during Ateneo-La Salle rivalry and championship matches. He can spend around 20,000 to 50,000 and he is lucky to win in most of his bets.  But gambling is prohibited both in school and the society. In 2004, the Discipline Office caught a bookie who is operating inside the campus. Through an email, a student informed the office that a student is a bookie. After confirming the report, an entrapment operation was set up to catch the bookie. He faced a major offense delivered by the Discipline Board.    

 6. UAAP and the Araneta Coliseum  

Administrators from Araneta Coliseum revealed that 16,000 people watched the 4^th Ateneo-DLSU game. With a maximum of 20,000 people, the Coliseum can generate more than million pesos using the standard prices. Both the UAAP and basketball venues share from the tickets they sell during games.  Since DLSU is back this season and it will face Ateneo for the fifth time, UAAP and the rest of benefactors are not only enjoying to watch the game but also increasing their profits.   Sources: 

1. Money photo is a Google image.
2. The LaSallian, October 2002 and August 2004 issues.   
3. July 20,2006 issue of Philippine Daily Inquirer.