SEAG executives defer rebranding

BANGKOK, Thailand — A move to rebrand the Southeast Asian Games to the Association of Southeast Asian Nations (ASEAN) Games has been nipped in the bud.

The Philippines is one of the prime movers, along with Malaysia and Indonesia, for a name switch to align with the internationally-recognized regional group of nations.

However, Philippine Olympic Committee president Abraham “Bambol” Tolentino bared that the plan was deferred during the SEA Games Federation Council Meeting at the Grand Four Winds Convention Hotel on Monday.

“I don’t think it’ll push through. It was delayed again. We’ve been pushing for a rebrand since we’re the ASEAN — Association of Southeast Asian Nations, right?” Tolentino said.

“We can be the ASEAN Games and not the SEA Games.”

Tolentino explained that it’s ripe for the biennial meet to have a fresh look and evolve just like how the 1958-founded Southeast Asian Peninsular Games switched in 1977 to what is now known as the SEA Games.

“That evolved to SEA Games. How come we can’t change it to ASEAN? That is what the group of Southeast Asian countries are known for in business at political dealings by the United Nations — ASEAN. The old-timers can’t detach from that, I guess,” Tolentino said.

“That’s the marketing side. ASEAN. How can you tap the business side if you will not use ASEAN? But the old-timers do not agree with that.”

The former Tagaytay City lawmaker and mayor said that other countries were hesitant to attach the Games to the politically recognized group name.

“They don’t want it because it might sound political or attached to the government. Personally, I favor the rebrand,” he said.

“I felt that only four countries would want the switch out of 11. Timor-Leste could be a fifth. But again, we should be thinking out of the box, right?”