NBA basketball franchise the Cleveland Cavaliers and the operating company of its Rocket Mortgage FieldHouse arena have been united under a new umbrella entity.

The newly-formed Rock Entertainment Group will be part of Cavaliers owner Dan Gilbert’s Rock Family of Companies. The new umbrella entity and brand now formally links multiple sports, venues, music, and content properties together in an effort to better position them collectively for collaboration, growth and new opportunities.

The mission and focus for Rock Entertainment Group will be to optimise the position as world-class operators in sports and entertainment by developing a unified, branded platform for fans, teams, partners, stakeholders, and their thousands of staff members across the spectrum of properties.

“Our properties and ventures have organically grown into this umbrella platform, as we have already been operating collectively and collaboratively in many ways,” said Rock Entertainment Group CEO Len Komoroski. “This launches a new era in our journey, as we unify and continue to evolve.”

Rock Entertainment Group president and chief operating officer, Nic Barlage, added: “By leveraging resources across the Rock Entertainment Group family, we create greater outcomes and opportunities through a shared service model designed to drive collaboration. Simply put, we’re obsessed with finding a better way, while driving efficiencies and innovation.”

The Cavaliers last month partnered with celebrity chef Rocco Whalen, owner of the Fahrenheit restaurant, to introduce the Fahrenheit Mobile Locker Room ordering experience at Rocket Mortgage FieldHouse.

The initiative enables fans to order food from Fahrenheit while at the arena via the SeatGeek app. Orders can then be picked up contact-free at a unique designated heated locker inside the arena. The FieldHouse has become the first NBA venue to use a heated locker room as part of its mobile ordering experience.