The Cleveland Cavaliers and its affiliate in the NBA 2K League, Cavs Legion GC, have partnered with cryptocurrency blockchain provider UnitedCoin. The partnership will bring awareness to the UnitedCoin brand and platform, while providing the Cavs with a resource to capitalize on the burgeoning financial technology landscape.

UnitedCoin is a multi-currency transaction platform that uses blockchain technology to offer members a fully-regulated and insured service where they can trade crypto and traditional currencies. The company participated in and graduated from the Mexico branch of Plug and Play, a startup accelerator program with 26 locations around the world, including a division in Cleveland that opened in 2018.

“As decentralized technology continues to evolve, we know it is important for us to stay ahead of the curve and plan for how it will impact our fan experience and business as we move forward,” said Nic Barlage, Cavaliers president of business operations. “We are happy to team up with UnitedCoin, a like-minded company motivated by innovative technology to help us do that and are excited about how this partnership will bring blockchain technology to life for our fans.”

“Our partnership is a great opportunity to introduce Cavs and Legion fans to our insured blockchain platform and to educate them about and the benefits of cryptocurrency, a safe and secure alternative to spending cash,” said UnitedCoin founder and CEO Derek Jones.

Promotional elements of the partnership include UnitedCoin becoming the “Official Cryptocurrency Partner” of Cavs Legion. This includes brand visibility on the team’s social media channels and virtual home court during gameplay in the NBA 2K League. The partnership also includes LED signage inside Rocket Mortgage FieldHouse during Cavs games and other branding opportunities throughout team activation and content during the upcoming 2019-20 season.