Denver’s major league Ball Arena is set to put the focus on fitness through a new partnership between its owners and connected fitness technology supplier CLMBR.

CLMBR will collaborate with the NBA’s Denver Nuggets and NHL’s Colorado Avalanche on branded digital content, event activations at the 18,000-capacity Ball Arena – formerly Pepsi Center – and various marketing projects aimed at further engaging the brands’ shared regional and national audiences.

Denver-headquartered CLMBR said it is looking forward to working with Kroenke Sports & Entertainment (KSE) to help athletes achieve their fitness goals and advance in competitive sport.

“CLMBR’s Denver headquarters and new connected fitness studio demonstrate their commitment to Colorado,” said Michael Ceilley, SVP and GM, partnership marketing and media sales of Kroenke Sports & Entertainment. “We look forward to this local partnership with CLMBR and reaching our collective goal of celebrating sports and fitness.”

CLMBR machinery fuses exercise and advanced technology and is known for being the first vertical climber to feature a large-format touch display with on-demand, instructor-led classes.

“We are excited to be working with KSE and show our hometown pride as partners,” said Avrum Elmakis, founder and CEO of CLMBR. “It is very important for us to support the strength and conditioning needs of the Denver Nuggets and Colorado Avalanche with CLMBR equipment.

Ball Corporation, a provider of sustainable aluminium packaging products, acquired naming rights to Pepsi Center in October 2020.

Image: Ball Corporation