Player Profile Series: Fortunato “Atoy” Co - The Fortune Cookie
1979 PBA Most Valuable Player | “The Fortune Cookie”
When you talk about pioneers and pure scorers in Philippine basketball, one name always comes up—Fortunato "Atoy" Co, also known as "The Fortune Cookie."
The nickname, a play on his first name “Fortunato,” was popularized by PBA commentators and fans not just because it sounded catchy—but because he delivered results, night in and night out, like a sweet fortune waiting to happen. When Crispa needed a bucket, Co was the guy who cracked the code.
Born on October 15, 1951, in Pasig City, Atoy Co was already making noise before the PBA even existed. But it was in 1975, during the PBA’s inaugural season, that he formally entered the pro scene as part of the Crispa Redmanizers. And he didn’t disappoint. On April 22, in his first-ever pro game, Co dropped 34 points, leading Crispa to its first franchise win after starting 0-3.
He would go on to become a vital part of Crispa’s dynasty, playing from 1975 to 1984 and helping steer the team to two Grand Slams. In 1976, he was honored with the All-Filipino Sports Award for Basketball, further cementing his place among the league’s elite.
When Crispa disbanded, Co played briefly for Manila Beer (1985) and later joined Great Taste/Presto Ice Cream in 1987 and 1988, before calling it a career.
Across 13 PBA seasons, Atoy Co racked up 15 championships, one MVP award (1979), and a scoring title in the same year. He was a 9-time Mythical First Team member, known for his smooth jumpers, crowd-pleasing style, and unshakable confidence on the floor.
In 2000, he was rightfully honored as one of the 25 Greatest Players in PBA History, a list that eventually expanded to 50—and he was already part of that elite company from day one.
But Atoy Co’s basketball story didn’t end with retirement.
He transitioned into coaching, leading Crispa 400 in the Philippine Basketball League (PBL) to two championships. Then, from 2012 to 2018, he returned to his roots and coached the Mapua Cardinals, the same school where his basketball journey began.
Off the court, “The Fortune Cookie” became a familiar face on screen—serving as a co-host for the noontime show Student Canteen on RPN, and acting alongside big names like Phillip Salvador in action flicks such as Delima Gang (1989). He built a second career in showbiz, often cast in solid supporting roles both in film and television.
Then came politics. Atoy served Pasig City as a councilor from 1998 to 2007, and made a successful comeback in 2010, once again winning the trust of his constituents.
Today, he continues to serve the sport as the first-ever Commissioner of the UNTV Cup, using his influence and experience to support basketball-driven public service.
From hardwood legend to onscreen presence, from public servant to league commissioner—Atoy Co, The Fortune Cookie, remains a living example of longevity, versatility, and legacy.
Name: Fortunato Co
Nickname: Atoy
Birthdate: October 15, 1951
Moniker: The Fortune Cookie
Height: 6’2”
Position: Point Guard/Shooting Guard
Jersey No. 6
PBA Championships: 15
Career Highlights:
As player:
- 15× PBA champion
- PBA Most Valuable Player (1979)
- PBA Hall of Fame Class of 2005
- 50 Greatest Players in PBA History (2000 selection)
- 9× PBA Mythical First Team (1975–1977, 1979–1984)
- PBA scoring champion (1979)
As head coach:
- 2× PBL champion (1990 PBL Challenge Cup, 1991 PBL Maharlika Cup)
As commissioner:
- 1st commissioner of the UNTV Cup (2013–present)
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