The National Basketball Association (NBA) team, Cleveland Cavaliers have inked a partnership with ABARTA Coca-Cola Beverages and Rock Entertainment Group.
With this deal, the global drink brand has become the NBA franchise’s official refreshment partner.
As part of the agreement, Coca-Cola, Coca-Cola Zero, Diet Coke, and Sprite, as well as Minute Maid Lemonade, Gold Peak Tea, and DASANI bottled water, will be available at Rocket Mortgage Fieldhouse.
In-venue and in-game initiatives, retail advertisements, fan giveaways, in addition to a common focus on sustainability and various meaningful community activities, will all be part of the multi-year relationship.
Moreover, Sprite will be the alliance’s main brand, teaming with the Cavs to highlight emerging stars in the arts, music, fashion, and basketball.
A forthcoming ‘In the Paint’ artist spotlight program will provide a forum for emerging artists to present their work to multiple Cavs-related initiatives that will be featured all throughout the year, contributing to the 100+ works of art that are presently displayed in Rocket Mortgage FieldHouse.
In order to achieve systemic change through a circular economy for its packaging, Coca-Cola and the Cavaliers will work together on a platform that highlights continuing sustainability efforts. This platform will help Coca-Cola’s “World Without Waste” project. These objectives comprise collecting and recycling one bottle or can for every one sold by 2030, utilizing at least 50% recycled material in packaging by 2025, and rendering all of the business’s packaging worldwide recyclable by 2025.
Shelly Cayette, Executive Vice President and Chief Commercial Officer for Cleveland Cavaliers, said, “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.”
Jim Dinderman, President of ABARTA Coca-Cola Beverages, said, “We are thrilled to partner with the Cleveland Cavaliers and Rocket Mortgage FieldHouse. 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.”