The NBA has a new official partner in the Philippines, and it’s not a traditional sports brand or a telecommunications giant. It’s Salmon Philippines. You know, that local financial technology company focused on digital banking and consumer lending through a mobile app.

Announced over the weekend at the NBA House Philippines 2026 event in Makati, the long-term deal officially makes Salmon a league partner. We think it’s an interesting pivot, placing a tech-driven banking platform directly in front of the country’s large — and devoted — basketball fan base.

While it kicked things off by supporting the NBA House event, Salmon is already looking ahead. Starting with the 2026-27 season, the fintech company is scheduled to headline the NBA 3X Philippines Open as its presenting partner. The upcoming 3-on-3 tournament will host the top men’s and women’s teams from the country.

Salmon x NBA

Pairing a fintech app with basketball might seem random at first glance, but in a hoops-obsessed country like the Philippines, it makes perfect sense. “Basketball is a part of our daily lives as Filipinos, from the courts in our barangays to the TV screens in our homes, and it is woven into the country’s cultural fabric,” said Salmon co-founder Raffy Montemayor. “We want Salmon to work the same way: a reliable partner that is present for everyday money moments and a brand that brings people together. Aligning with the NBA, one of the most recognizable brands in the world, is a natural, strategic move to connect with Filipinos through something they love.”

For the NBA, this is all about finding fresh avenues to keep fans engaged. As Sheila Rasu, NBA Head of Southeast Asia and Asia Marketing, explained, “Salmon shares our commitment to using the power of basketball to bring Filipinos together and we couldn’t be more excited to work together to create new touchpoints for NBA fans across the country.”

The 2026-27 NBA regular season tips off on Oct. 20. Fans can catch all the action locally on One Sports, RPTV, and NBA TV Philippines, or stream it live via Disney Plus, Pilipinas Live, Prime Video, and NBA League Pass.

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Ramon Lopez

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Reviews Editor: Ramon "Monch" Lopez is an 18‑year media veteran who has helped shaped content for Yahoo and other top publications. He first dove into PR and marketing for an automobile brand, then ran the gadgets‑merchandising arm of a Philippine retail giant — proof he knows wheels and tech from the warehouse to the web. Now REVU's Reviews Editor, Monch balances his obsession with specs with a "quality over quantity" mindset, usually fueled by coffee, photography, videography, video games, basketball, and the occasional deadline chase.