The Cleveland Cavaliers franchise of North America’s National Basketball Association (NBA) has announced a new partnership with US jewelry brand Kay Jewelers.
The partnership will be inaugurated on Valentine’s Day (February 14) at the team’s home game against the Chicago Bulls.
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Kay Jewelers and the Cavaliers will collaborate around Valentine's Day for several activations.
Through the partnership, Kay will also sponsor the Cavaliers’ ‘Kiss Cam’ in-game fan camera across 10 of the team’s home games through the remainder of the 2023-24 season, as well as its series of post-game social media content.
Kay Jewelers branding will have a presence on Cavaliers' digital channels, with co-branded promotions and further in-game activations planned throughout the multi-year partnership, which will stretch through to the end of the 2024-25 season.
The company joins several businesses in partnering with the Cavaliers, the most prominent of which is Cleveland-based steelmaking company Cleveland-Cliffs, which has been the team’s official jersey patch partner since 2022 in a deal reportedly worth around $15 million, per a GlobalData Sport report.
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By GlobalDataOther partners of the Ohio-based organization include soft-drink giant Coca-Cola, betting firm Betway, and energy drink Wooooo! Energy.
