Love him or hate him, Jericho Cruz fired up San Miguel Beer in its return to glory and made the Philippine Basketball Association (PBA) Philippine Cup finals a little more interesting with his animated antics.

Seen as a hero by the Beermen faithful and a target of jeers from TNT fans, Cruz stepped up big time to help hand the franchise its 30th title overall and 11th in an all-Filipino Conference.

The swaggy Filipino-Guamanian, who was barely felt during the elimination round, flashed his brilliance in the playoffs and delivered the goods especially in the best-of-seven championship series San Miguel closed out in six games.

Cruz saved the best for last after teaming up with center June Mar Fajardo in the Beermen’s third quarter assault that settled the precious 107-96 Game 6 victory last Friday at the Philsports Arena in Pasig City.

All his efforts not only gave Cruz his fourth PBA crown under the San Miguel banner but also earned him a first-ever Finals Most Valuable Player.

The 34-year-old cager averaged 13.8 points, 3.5 rebounds, and 3.3 assists in six games played off the bench to capture the individual accolade over the equally deserving Fajardo.

Cruz lived true to his promise to head coach Leo Austria on the eve of Game 6 that he could put his trust in him.

“Actually, I texted Coach last night. It’s between us. (But) I said, ‘Coach, I’m ready. And if you need me, I’m here.’ I just wanted him to have the confidence in me,” Cruz said.

“It paid off,” added the ninth overall pick in the 2014 Draft.

Cruz scored nine of his 13 points in the third period break and finished with six assists, four rebounds and one steal to close his fourth season with the Beermen.

“He’s coming from the second group, and you know what happened? Okay, he’s the finals MVP,” a proud Austria said of his former player back in Adamsson University.