Cleveland Cavaliers of the National Basketball Association (NBA) and Cleveland-Cliffs have expanded their existing multi-year marketing agreement which places the Cliffs logo on the Cavs player uniforms.
Beginning with the 2022-23 season, the announcement was made inside the Cliffs entrance of Rocket Mortgage FieldHouse in downtown Cleveland, as the firm continues to be the only steel company to have a jersey patch partnership within the NBA.
Cliffs is to to have had a long-standing relationship with the team with entitlement branding to one of the marquee north entry points into the glass atrium of the newly transformed and completely modernised FieldHouse.
“Cliffs has been an anchor for Cleveland and the Great Lakes Region for 175 years. We share an immense amount of hometown pride and love for this region and are committed to having a positive influence on the people that live and work here,” commented Cavaliers CEO, Len Komoroski.
“While our respective roles in the community are much different from each other, both Cliffs and the Cavs are considered part of the ‘fabric of life’ here in Northeast Ohio. It is now very appropriate and relevant for Cliffs to be represented, literally, on the fabric of the Cavs player jerseys.”
Furthermore, Cliffs also announced that the partnership will ‘yield a community benefit’ for Boys & Girls Clubs throughout communities in which Cleveland-Cliffs operates. The Cleveland-Cliffs Foundation has pledged $500,000 of new funding to clubs serving in or near host communities.
On the extension, Lourenco Goncalves, Cleveland-Cliffs’ Chairman, President and Chief Executive Officer, added: “Cleveland-Cliffs is proud of our partnership with the Cavaliers and the NBA, for our employees, their families, their communities and the entire Great Lakes Region.
“The Cavs stand out as a unique and authentic showcase for the importance of teamwork with its talented players, coaching staff and management team, coming together strategically to win. Cleveland-Cliffs is no different. We are made by our 26,000 employees.
“These people, situated across the entire Great Lakes region, are talented and dedicated, working together to execute a well thought strategy to produce a vital material, steel, that is woven into the fabric of everyday modern life.
“The power of this Cliffs-Cavs partnership is our common culture of teamwork, family and community, which are fundamental to our on-going success. The journey together will be rewarding, and winning is about the whole team.”