Over the weekend Season 71 of the Universities Athletics Association of the Philippines opened with the usual cornucopia of speeches, tributes, music, special effects, bright lights and famous faces. It is a little hard to believe that the UAAP is now in its 70’s. When it started out and all the way to its first couple of decades it was just the “other” league as the NCAA was at its zenith. Then in the early 1980’s Ateneo bolted the NCAA after a series of tumultuous affrays; Lasalle followed soon enough for the same reasons. Both schools left heated rivals - San Beda and Letran - in the NCAA.

The UAAP was no slouch itself however as the University of the East Red Warriors were churning out future legends such as “The Big J” Sonny Jaworski, Roel Nadurata, Rudy Distrito, Jaime “Jimmy” Mariano. The Glowing Goldies of University of Santo Tomas would produce two-time PBA most valuable player William “Bogs” Adornado.

But it was with the entry of Ateneo and Lasalle that the UAAP truly took off. Both schools had the same demographic: upper crust, dog loyal fans who had a lot of disposal income and even more school spirit and institutional pride. It was but natural that they would begin a new rivalry that would become one of the most intense and famous in all of Philippine basketball.

There were other things however that were getting the UAAP noticed: Allan Caidic and Jerry Codinera were once upon a time the best 1-2 punch for UE. Caidic as a Warrior was then engaged in a shootout with another famed gunner, Pido Jarencio of UST. Around the same time a burgeoning man-child named Venancio Johnson Paras would soon lead the University of the Philippines to the UAAP crown together with Ronnie Magsanoc, Eric Altamirano, Joey Guanio and Ricky Dandan. Ateneo would have its day in the sun with back-to-back championships featuring Danny Francisco, Jay Gayoso, Jett Nieto, Jun Reyes, Eric Reyes and Olsen Racela. Lasalle would have its turn at glory with the Green Archers teams of Jun Limpot, John Cardel and the Lago Brothers. UST completed a 4-Peat behind coach Aric Del Rosario and the teams of Dennis Espino, Rey Evangelista, Edmund Reyes, Udoy Belmonte, Bal David, Dale Singson and Chris Cantonjos.

By the late 1990’s ABS CBN had come in as the league’s new media partner and the modern UAAP was born. All of a sudden all of the snazzy graphics and total media packages and promotional gimmickry and cross marketing had turned the league into a multi-media, cross-demographic, mega-money making enterprise that appealed to the holy grail of marketing, the “New Me” generation. At the rate the UAAP is going it seems there is no end in sight and no where to go but higher up.