Cavaliers Move to Expand Brand in Global Marketplace
CLEVELAND — The Cleveland Cavaliers organization is moving to expand the team’s worldwide footprint in the global marketplace. To that end, the Cavaliers has enlisted ESP Properties and Property Consulting Group to help maximize the franchise brand outside North America, with both agencies assigned to represent the Cavaliers in securing international partnerships.
The NBA Finals between the Cavaliers and the Golden State Warriors is being televised in 215 countries and territories in 47 different languages. With the interest in the Cavs reaching unprecedented levels around the world, the time to form strong international partnerships is now, officials said.
ESP Properties specializes in working with sports and entertainment organizations to increase the value of their assets in the international marketplace. ESP Properties will formally represent the Cavaliers outside of the United States, with focus on Europe, Asia, the Middle East and South America.
The Cavaliers is the first NBA team to sign with ESP Properties and is among a roster of global clients that includes the New Zealand Rugby Union, Valencia CF, England and Wales Cricket Board, Pelé, and City Football Group.
“The Cavaliers offer corporate partners around the world a unique and valuable opportunity to connect with fans, tapping into their passion for the sport of basketball and the Cavs brand,” said John Kristick, CEO of ESP Properties. “More than ever before, today’s global fans seek out and have greater access to game broadcasts, statistics, news coverage, merchandise and other content from marquee teams like the Cavaliers. By helping to deliver that access and content, brand partners create more relevant ways to engage with communities of fans and followers.”
The Cavaliers also work with Property Consulting Group, which focuses solely on selling partnerships for the team in Australia, which touts the largest international NBA League Pass subscription base. In addition, two Cavs players have Australian roots: Matthew Dellavedova hails from Maryborough, and Kyrie Irving was born in Melbourne and has dual citizenship in Australia and the United States.
“Both ESP Properties and Property Consulting Group will actively be selling the Cavs brand to create new international partnerships. The future of the team is bright and the timing couldn’t be better with the Cavs currently in a run for an NBA Championship,” said Brad Sims, senior vice president and chief revenue officer for the Cavaliers.
It’s estimated that 2014-15 Cavaliers regular season games are broadcast in at least 192 countries and 13 territories. More than half of the Cavaliers nearly four million Facebook followers are international users. Top countries by followers include the Philippines, Brazil, Taiwan, France, Turkey, Canada, Italy and Australia. The Cavaliers have more than 800,000 followers on Twitter and reach thousands of international fans on the platform. Top countries by followers are the Philippines, Canada, Spain, United Kingdom and Australia.
SOURCE: ESP Properties.
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