The Cleveland Cavaliers franchise of North America’s National Basketball Association (NBA) has announced a new partnership with US jewelry brand Kay Jewelers.

The partnership will be inaugurated on Valentine’s Day (February 14) at the team’s home game against the Chicago Bulls.

Kay Jewelers and the Cavaliers will collaborate around Valentine's Day for several activations.

Through the partnership, Kay will also sponsor the Cavaliers’ ‘Kiss Cam’ in-game fan camera across 10 of the team’s home games through the remainder of the 2023-24 season, as well as its series of post-game social media content.

Kay Jewelers branding will have a presence on Cavaliers' digital channels, with co-branded promotions and further in-game activations planned throughout the multi-year partnership, which will stretch through to the end of the 2024-25 season.

The company joins several businesses in partnering with the Cavaliers, the most prominent of which is Cleveland-based steelmaking company Cleveland-Cliffs, which has been the team’s official jersey patch partner since 2022 in a deal reportedly worth around $15 million, per a GlobalData Sport report.

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Other partners of the Ohio-based organization include soft-drink giant Coca-Cola, betting firm Betway, and energy drink Wooooo! Energy.