The Cleveland Cavaliers has partnered with ABARTA Coca-Cola Beverages and Rock Entertainment Group for the global drink brand to become the NBA franchise’s official refreshment partner.
Coca-Cola, Coca-Cola Zero, Diet Coke and Sprite will be offered at Rocket Mortgage Fieldhouse along with other beverages such as Minute Maid Lemonade, Gold Peak Tea and DASANI bottled water.
The Cleveland Monsters of the American Hockey League has also partnered with Coca-Cola to become its official refreshment partner providing similar benefits.
The multi-year partnership will also include in-venue and in-game activations, retail promotions, fan giveaways, as well as a “shared commitment to sustainability and several impactful community initiatives”.
Shelly Cayette, Executive Vice President and Chief Commercial Officer for the Cleveland Cavaliers, stated: “This partnership with ABARTA Coca-Cola Beverages represents an intersection of basketball and cultural passion points through the exciting programming and community initiatives we have planned together.
“We share a philosophy of providing unique and elevated experiences for our community, which makes this a perfect match for our collective team and fans.”
Sprite will serve as a centrepiece brand of the partnership, collaborating with the Cavs to showcase emerging talent through arts, music, fashion and basketball.
An upcoming ‘In the Paint’ artist spotlight campaign will give young artists a platform to submit their work for various Cavs-related projects that will be showcased throughout the year, adding to the 100+ total pieces of art currently displayed in Rocket Mortgage FieldHouse.
“We are thrilled to partner with the Cleveland Cavaliers and Rocket Mortgage FieldHouse,” added Jim Dinderman, President of ABARTA Coca-Cola Beverages.
“Our beverages are designed to energise and inspire, and we are excited to bring them to the fans who love sports and entertainment in Cleveland.”