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

Alex Hayes

January 7, 2016 3:15

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.

https://www.youtube.com/watch?v=zUps3iyfAAs

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.

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Alex Hayes

Alex Hayes worked for Mumbrella from 2013 to 2017 in roles including editor and head of Mumbrella Bespoke.

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