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Up & Go seals new sponsorship deal with Aussie player and NBA Cleveland Cavaliers

Sanitarium brand Up & Go is leveraging its strong Australian connection with US basketball team the Cleveland Cavaliers via a new sponsorship agreement which will see the NBA commemorate Australia Day during its January 25 game.

The deal, which makes Up & Go the official breakfast partner of the team, plays on the rising popularity of the NBA in Australia as well as the cult status of Cavaliers’ Australian point guard, Matthew Dellavedova, and teammate Kyrie Irving, who was born in Melbourne and holds dual Australian and US citizenship.

The deal is being trumpeted as a ‘first of its kind’ for the NBA in that it boasts a sponsor from outside the USA. Australia holds the largest number of subscribers to the NBA’s live streaming service, Live Pass, of any country outside the United States.

As part of the new arrangement the Cavaliers will celebrate Australia Day by wearing special gold jerseys, broadcasting the Australian national anthem and providing “in-game tributes” to Australian culture during its game against the Minnesota Timberwolves, which takes place on the evening of January 25 in the US (11:00am January 26 in Australia).

Dellavedova, a graduate of the Australian Institute of Sport, shot to fame with battling performances, inspiring superstar LeBron James as the Cavaliers eventually went down in the play-off finals series last season.

Said Dellavedova, via statement: “I grew up drinking Up & Go and can’t wait to introduce it to the team.

“I’m excited to have it with me over here in the US, and that it will now be available for everyone at the Cavs to enjoy”.

Said Daniel Derrick, Sanitarium’s general manager, marketing: “We are proud to be working with the Cleveland Cavaliers and Matt Dellavedova with Up & Go. Matt is an inspirational Australian and the Cavs such a strong team, they are a perfect fit for Up & Go.”

The Australia Day game will be shown on ESPN and is available to all NBA Live Pass subscribers.

Alex Hayes

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