NBA basketball franchise the Cleveland Cavaliers has entered into a partnership with Australian health and wellbeing company Sanitarium, which produces the Up&Go range of breakfast drinks.
The length of the deal, which names Up&Go the official Australian breakfast of the Cavaliers, was not disclosed.
As part of the agreement, Up&Go will receive advertising exposure at Quicken Loans Arena, the Cavaliers’ home venue. The company will also have a presence on the club’s digital platforms. In addition, Australian Matthew Dellavedova (pictured), who plays for the Cavaliers, has signed a separate Up&Go endorsement deal with Sanitarium.
To mark the partnership, the club will stage an ‘Australia Day Game’ on January 25 to coincide with Australia Day, the country’s official national day, on January 26.
The game will see the Cavaliers take on the Minnesota Timberwolves and, due to time difference, will be broadcast live in Australia on the morning of Australia Day. Various Australian-themed tributes and promotions will take place before, during and after the game to celebrate the day.
Daniel Derrick, Sanitarium’s general manager of marketing, said: “The partnership with Australia’s leading breakfast category brand, Up&Go, with the Cavaliers and Matt Dellavedova is a strong endorsement of the growth and presence of Australian players in the NBA and the strong NBA fanbase in Australia.”