Are We Raising Champions Or Mercenaries?

Ronald Mascariñas Sounds Alarm on UAAP Recruitment Culture                 

A recent social media post by business leader and sports patron Ronald Mascariñas has stirred deep reflection—and no small measure of debate—on the evolving landscape of collegiate sports in the Philippines.

Ronald Mascariñas, founder of Chooks-to-Go Pilipinas 3x3 and longtime sports advocate, speaks out against the commodification of young athletes in the UAAP. I Photo: Ronald Mascarinas Facebook

In his now widely circulated piece, Mascariñas expressed concern over what he describes as a “dangerous recruitment game” playing out in the University Athletic Association of the Philippines (UAAP), where young athletes are allegedly being treated more like commodities than students.

At the center of his post is Veejay Pre, the standout UAAP Season 87 Rookie of the Year.

Despite swirling rumors of poaching from rival schools offering enticing perks and promises, Pre is reportedly choosing to remain with Far Eastern University (FEU)—a move that Mascariñas celebrates as a rare and commendable display of loyalty.

Tamaraws insiders say they are confident that the recruitment chatter will remain just that: chatter.

But Mascariñas’ message goes beyond one athlete’s decision. It’s a broader critique of a system that, he suggests, is at risk of undermining the very values that educational institutions are meant to uphold.

“In today’s UAAP, loyalty is a currency rapidly losing value,” he warns. “It’s no longer about building teams. It’s about building shopping carts. Recruit. Reload. Repeat.”

For someone like Mascariñas, who has long been known for backing grassroots sports and investing in national talent—particularly through his Chooks-to-Go Pilipinas 3x3 basketball program—this is not mere rhetoric.

His critique stems from years of engagement with athletes at all levels, where he has consistently championed the importance of character, discipline, and patriotism over raw talent alone.

The former president of Bounty Agro Ventures Inc. (BAVI), Mascariñas is no stranger to the pressures of high-stakes leadership. At BAVI, he steered the Chooks-to-Go brand from a traditional poultry business into one of the Philippines’ most recognizable retail food empires.

But it is perhaps his social advocacy and sports patronage that have made him a familiar and respected voice in national discourse.

In his post, Mascariñas challenges the ethos creeping into the academic-sports ecosystem: “If the ‘lessons’ our institutions are drilling into young minds are that loyalty is optional, commitment is negotiable, and integrity bends to the highest bidder, then we shouldn’t be surprised when tomorrow’s leaders crumble at the first offer that comes with perks.”

Critics of Mascariñas’ take argue that recruitment competition is an inevitable part of a modern sports environment and that opportunities for advancement—especially for underprivileged but talented student-athletes—should not be curtailed.

Some point out that offering scholarships, housing, and stipends has long been a fixture of collegiate recruitment and that transparency and athlete welfare should be the focus, rather than nostalgia for “simpler times.”

But Mascariñas insists the issue is not about denying athletes better opportunities, but about the ethos of the institutions offering them. “Universities were never meant to be auction houses,” he writes.

“They were meant to be crucibles, shaping not just athletes, but citizens.”

For many, this strikes a chord. As education and sports increasingly intersect with commercialization, the question of values versus victory grows louder. Mascariñas warns of a slippery slope—where academic institutions adopt the mindset of corporations and athletes mirror the mercenary instincts of free agents.

“If schools act like corporations,” he writes bluntly, “don’t be surprised if students act like mercenaries. Corruption starts from the top.”

Still, it’s worth noting that despite the current recruitment frenzy, stories like Veejay Pre’s provide hope that young athletes can still choose integrity over incentive. And perhaps that is Mascariñas’ central message: that the true scoreboard is not measured by trophies but by the kind of society we collectively build.

In his parting words, Mascariñas reframes the competition: “The real tournament isn’t UAAP Season 87—it’s Season Forever—and it’s the Republic of the Philippines keeping score.”

As the debate rages on, one thing is clear: the future of Philippine sports—and the moral compass guiding it—is very much up for grabs.