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The Cleveland Cavaliers, Rock Entertainment Group and ABARTA Coca-Cola Beverages have announced Coca-Cola as the Official Fan Refreshment Partner of the Cleveland Cavaliers, Cleveland Monsters of the American Hockey League and Rocket Mortgage FieldHouse.
Coca-Cola’s sparkling beverages such as Coca-Cola, Coca-Cola Zero Sugar, Diet Coke, Sprite and Seagram’s will be offered exclusively at Rocket Mortgage FieldHouse, plus other popular beverages like Minute Maid Lemonade, Gold Peak Tea and DASANI bottled water.
The multi-year partnership also includes in-venue branding and in-game activations, retail promotions, fan giveaways, a shared commitment to sustainability and several impactful community initiatives.
Sprite will serve as a centrepiece brand of the partnership, collaborating with the Cavs to showcase emerging talent at the intersection of the arts, music, fashion and basketball. An upcoming ‘In the Paint’ Artist Spotlight 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. Sprite will integrate into spaces like the player arrival wall and energetic DJ booth as well.
“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,” said Shelly Cayette, Executive Vice President and Chief Commercial Officer for the Cleveland Cavaliers.
“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,” he added.
“We are thrilled to partner with the Cleveland Cavaliers and Rocket Mortgage FieldHouse,” said Jim Dinderman, President of ABARTA Coca-Cola Beverages.
“Our beverages are designed to energize and inspire, and we are excited to bring them to the fans who love sports and entertainment in Cleveland,” he added.
Coca-Cola and the Cavs will collaborate on a platform that showcases ongoing sustainability efforts, including support of Coca-Cola’s “World Without Waste” initiative to drive systemic change through a circular economy for its packaging. These goals include making 100 percent of the company’s packaging recyclable globally by 2025, using at least 50 percent recycled material in packaging by 2030, and collecting and recycling a bottle or can for each one sold by 2030.
