NBA franchise the Cleveland Cavaliers has signed new naming rights deals with local paint manufacturer Sherwin-Williams and iron ore brand Cleveland-Cliffs.
Under the multi-year deals, each company will brand a main entrance at the Cav’s home venue, the Rocket Mortgage FieldHouse, when the arena is renovated and reopened in September this year.
Both the Sherwin-Williams Entrance and the Cleveland-Cliffs Entrance will be located at the north entry points of the newly-expanded glass atrium of the Rocket Mortgage FieldHouse, an enclosure that covers 43,530 square foot.
The Sherwin-Williams Entrance will be located on the northwest side of the FieldHouse atrium, directly opposite the company’s global headquarters, and the Cleveland-Cliffs Entrance will be located on the northeast end of the FieldHouse.
The transformation of the FieldHouse will create eight new fan hospitality areas, wider and more spacious concourses, and new specialty food and beverage outlets.
Once complete, the renovation project will increase the arena’s public space from 95,380 square feet to 152,970 square feet.
Sherwin-Williams has been a partner of the Cavs since 1989. Founded in Cleveland in 1866, Sherwin-Williams is a global manufacturer of paints, coatings and related materials.
For Cleveland-Cliffs, the naming-rights deal is its first partnership with the Cavs. Founded in Cleveland in 1847, Cleveland-Cliffs is a major iron ore producer and supplier to the North American steel industry.