Cleveland Cavaliers Announce New Partnership with Breakfast Drink UP&GO

The Cleveland Cavaliers will celebrate its ties to the Land Down Under when the team hosts its first "Australia Day Game" presented by UP&GO, the official Australian Breakfast of the Cleveland Cavaliers, on Monday, January 25th at 7:00 p.m. vs. the Minnesota Timberwolves at Quicken Loans Arena.

The special theme night tips off a new partnership between the Cavs and Australian–based company Sanitarium, which produces the popular breakfast drink UP&GO. UP&GO will be the official Australian Breakfast of the Cleveland Cavaliers and will receive rights and benefits in Cleveland, and on team channels to promote the relationship.

"As the Cavaliers popularity continues to grow, the Cavaliers are proud to be establishing these types of partnerships," said Len Komoroski, Cavaliers CEO. "From Cleveland to Australia, we are thrilled to dedicate a game to a country with a fan base that loves Cavs basketball."

The Cavs roster includes Matthew Dellavedova who hails from Maryborough in Australia, and Kyrie Irving who was born in Melbourne and has dual citizenship in both Australia and the United States. Sanitarium has also separately signed an UP&GO endorsement agreement with Dellavedova.

Elements of the Cavs partnership include:

  • Prominent and TV visible UP&GO branding on Quicken Loans Arena's LED boards
  • Cavs.com digital content that includes produced video vignettes featuring Matthew Dellavedova and enter-to-win sweepstakes

"The partnership with Australia's leading breakfast category brand, UP&GO with the Cavaliers and Matt Dellavedova is strong endorsement of the growth and presence of Australian players in the NBA and the strong NBA fan base in Australia", says Daniel Derrick, Sanitarium's General Manager, Marketing.

The Cavs and UP&GO will tip off the partnership at the January 25th game by commemorating Australia Day, a national holiday that is celebrated annually on January 26th and marks the anniversary of the first European settlement at Port Jackson, now part of Sydney, in 1788. The Cavaliers game presentation will honor the history and culture of a country that is the home to many passionate fans.

The game will be available live on NBATV and broadcast live on ESPN in Australia, and while the Cavs will play on January 25th, due to the time difference, the game will actually be seen in Australia the morning of Australia Day, January 26th, treating Aussie fans to a special presentation that will pay homage to their country.

The special theme night will start with the "UP&GO Cavaliers Breakfast Show," a 20-minute live streamed pregame show on Cavs.com. The game presentation will include the Cavs wearing their gold uniforms to honor the colors of Australia (gold and green), the singing of the Australian national anthem and a host of in-game tributes and promotions to celebrate the team's first "Australia Day Game."