NBA basketball franchise the Cleveland Cavaliers has agreed multi-year partnerships with Sherwin-Williams and Cleveland-Cliffs to mark the impending re-opening of its home arena.

The Cleveland-based companies will brand two main entrances at Rocket Mortgage FieldHouse when the newly transformed and completely modernised venue re-opens in September. The Sherwin-Williams Entrance and the Cleveland-Cliffs Entrance will be the marquee north entry points into the arena’s new 43,530 square foot enclosed glass atrium.

The new Sherwin-Williams Entrance will be located on the northwest side of the FieldHouse atrium, directly across from the company’s global headquarters, while the Cleveland-Cliffs Entrance will be located on the northeast end of the FieldHouse. The entrances will welcome fans into a new immersive experience that features creative storytelling flex walls, interactive technology and more.

Len Komoroski, Cavaliers and Rocket Mortgage FieldHouse CEO, said: “It is a natural fit to have Sherwin-Williams and Cleveland-Cliffs, two companies with a global following that have been a staple in the Cleveland community for over a century, to be represented in this world-class venue as we welcome in a new era of sports and entertainment in the city we all call home.”

The Cavaliers have partnered with Sherwin-Williams since 1989. The company was established in Cleveland in 1866 and is a manufacturer of paints, coatings and related materials worldwide. Cleveland-Cliffs is entering into its first association with its local NBA team. The company, whose origins in Cleveland date back to 1847, is a major iron ore producer and supplier to the North American steel industry.

The entrances will aim to showcase the brand personality of each company through uniquely-designed signage, innovative fan activation and photo opportunities.

The $185m (£146.7m/€165.6m) transformation of Rocket Mortgage FieldHouse will create eight new fan hospitality destinations, wider and more spacious concourses, the latest cutting-edge technology, and new specialty food and beverage experiences. The completed transformation will increase the FieldHouse’s public space from 95,380 square feet to 152,970 square feet.

Following an official ribbon cutting ceremony and a series of public open house events and activities to take place in September, Akron natives The Black Keys will perform a grand opening concert on September 30 that will kick-off year-round event activity and the start of the 2019-20 Cavaliers season.

Formerly known as Quicken Loans Arena, the home of the Cavaliers was renamed Rocket Mortgage FieldHouse last month as the franchise’s owner, Dan Gilbert, sought to grant further exposure to that part of his business.

Gilbert is founder and chairman of Detroit-based Quicken Loans, the nation’s largest home mortgage lender. The downtown arena, commonly known as ‘The Q,’ was called Gund Arena, after former owner Gordon Gund, for its first 11 years, before being renamed Quicken Loans Arena when Gilbert bought the franchise in 2005.

Image: Gensler Sports