On April 25 and 26, 2026, the UPV Auditorium transformed into a competitive arena as fourth-year BSBA Marketing students of the University of the Philippines Visayas (UPV), under the advisorship of Mr. Oscar Jinon Jr., rallied students and professionals alike for ADCON 2026. With the theme, “upgrADe: Elevate Your A-Game With Sports Marketing Playbook,” the conference challenged participants to regard marketing not as a spectator sport, but as a discipline that demands strategy and endurance — one where the brands that win are those that move with purpose, play with integrity, and understand that every interaction is an opportunity to level up.
Now on its 26th year, ADCON traces its origins to 2001, when it was known as AdCamp — a student-led activity and major requirement for BA 178 (Seminar in Marketing Management). From those early beginnings, it has grown into the acclaimed Advertising Conference (ADCON) of UPV.
The event was formally opened by UPV College of Management Dean Atty. Christopher B. Honorario, whose remarks set the competitive tone for the two-day conference. This was followed by the Opening Parade, where partner schools marched through the carpet alongside their muses, escorts, school banners, and advisers — clappers in hand, stepping in time to the thunderous drumbeats of the Tribu Paghidaet Band, whose rhythm drove the procession forward with unanimous energy. The entrance of colors by the UPHSI honor guards opened the ceremony, and the lighting of the torch defined the parade as a declaration that the games had officially begun. Manduryaw Dance Troupe then took the stage with a cultural artistic performance that energized the crowd and spotlighted local talent before the program’s formal proceedings began.
The first day centered on community — how brands move beyond transactions to build lasting connections, and how the energy of a warm-up can set the tone for everything that follows.
Ms. Ariadne Umali, Total Brand Manager for Rexona Philippines at Unilever, opened the sessions with “Playing The Long Game: Building Enduring Strategies That Win Across Eras.” She walked participants through how sports marketing, when grounded in strong consumer insight, can drive both creative excellence and measurable business results.
The morning session gave way to a midday performance by UP Khoryu, a curated halftime act designed to revive the energy of the ADthletes before the afternoon’s main event.
The day’s second major segment was a panel discussion titled “Beyond The Arena: Creating A Movement Through Sports, Spaces, And Communities,” moderated by Ms. Hannah Orteguia. Mr. Gerrod Villaruz of Gametime Sports spoke on how community events bridge local athletes to bigger stages. Five-time UAAP Best Setter and Currently playing for Criss Cross King Crunchers, Mr. Ish Polvorosa offered the athlete’s perspective on identity and representation. Meanwhile, Mr. Mikko Abello, Senior Marketing Head of ANTA Philippines shared how sports marketing – from grassroots tournaments to NBA activations build loyalty that goes far beyond the game. Together, they made a compelling case that the most enduring brands are not just seen but are felt on and off the court.
Day 2 opened with a dynamic Latin Dancesport performance by Salão De Baile, setting a bold tone as the conference shifted its focus to personal brand-building and legacy.
Coach Mau Belen, the first female professional coach in the PBA and Interim Commissioner of the Women’s Maharlika Pilipinas Basketball League, delivered “The Winning Streak: Scaling Personal Influence From Rookie To MVP.” Her talk centered on how influence is built steadily over time through consistency, intentionality, and a willingness to lead even in spaces not originally designed for you.
After a midday arnis exhibition by the Tranca Mano De Abanico (TMDA) Arnis Team — a vivid reminder that discipline and cultural identity are inseparable — Nikko Huelgas closed the conference with “The Heart Of The Hustle: Mastering The Daily Grind Of Shaping Your Legacy.” A two-time SEA Games Gold Medalist in Triathlon and now Head of Marketing, Events, and Sponsorships at the Philippine Olympic Committee, Huelgas drew a direct line between the grind of elite athletics and the work of building something that lasts — in sport and in brand.
Beyond the sessions, ADCON 2026 gave participants room to play. The Game Zone at the UPV Multi-Purpose Building featured a line-up of mini games where ADthletes could compete and win prizes. Merchant booths from SM Store Iloilo, Dear Palangga, Anniemazing Finds, Local Coffee, Bakedlab, and BEYU Studios brought a lively marketplace energy, giving local entrepreneurs and brands a stage alongside the conference’s programming.
ADCON 2026 drew participants from universities across Region VI, united by a shared curiosity about where advertising and athletics intersect. The conference was made possible through the support of 51 sponsors, presented by Gold’s Gym, and co-presented by SM Store Iloilo, Bestie Blooms, Anytime Fitness, and Bell-Kenz Pharma Inc.; partners whose own brands reflect the active, community-driven spirit that ADCON 2026 championed.
True to ADCON’s tradition of pairing learning with advocacy, the 2026 conference directed its support toward two organizations working to make sports accessible at the grassroots level.
Day 1’s beneficiary, the Pike Braga Sports and Development Foundation, has been developing youth talent in football, futsal, and golf in Barotac Nuevo since 2018 — producing standout athletes like world junior golf champion Bobe Salahog and celebrating Iloilo’s gold medal wins at the WVRAA Meet.
At the same time, Day 2’s beneficiary, the Iloilo City Sports Academy (ICSA), has grown from 160 athletes at its 2019 launch to over 3,400 participants today, offering free training across more than 20 disciplines and producing Palarong Pambansa medalists. A Galing Pook Awards finalist, ICSA stands as a model of what local governance can achieve when it treats sports development as a genuine community investment.
With the support of UPV and the College of Management, ADCON continues to grow as more than an academic requirement. It is a proving ground — a space where young marketers learn that the game of advertising and marketing, much like sport itself, rewards those who show up prepared, play with purpose, and never stop looking for ways to level up.
#UniversityofthePhilippinesVisayas
