MANILA - Tanduay partnered with Barclays Center, home of the NBA team Brooklyn Nets, in a bid to promote its rum brand to millennials, Tanduay Distillers Inc. president Bong Tan said Tuesday.

Under the three-year deal, Tanduay will be paying a certain amount to install a "Tanduay Bar" inside Barclays Center. The partnership does not involve equity sharing.

"Main purpose of the partnership is to attract millennials who watch games and concerts, these are the Rihanna and Jay-Z crowds. This is to show them that Tanduay is not just an old, traditional drink. Tanduay is a new fad," Tan said.

"I believe sports and rum make a good pair," he said.

Tanduay entered the US market four years ago and is also looking to grow its distribution network in Asia. Tan said the company has received inquiries from China and Taiwan.

Tanduay is studying introducing new flavors, Tan said, adding in jest that the company might buy an NBA team.