Kenda Tyre renews Cleveland Cavaliers associate partnership for 2026 NBA playoffs

Taiwan-founded tyre manufacturer Kenda has renewed its associate partnership with the Cleveland Cavaliers for the 2026 NBA playoff run, continuing a commercial relationship that spans more than a decade and reinforcing the company's strategy of aligning its brand with high-profile American sports properties.

Crain's Cleveland Business reported that the renewed deal was marked with a pep rally at Kenda's American Technical Center near Akron, Ohio, attended by Cavaliers mascot Sir C.C. and the team's in-arena host Ahmaad Crump, ahead of the Cavs' first playoff game against the Toronto Raptors on 18 April.

The partnership includes on-court advertising, distribution of Kenda-branded rally towels and sponsorship of local pre-game programming, with Kenda also named as the sponsor of the Cavs Cup during the NBA's in-season tournament.

Brandon Stotsenburg, vice president of the automotive division at Kenda, said the company views the NBA as a younger and upcoming audience and is actively seeking sponsorship opportunities with demographics that are outdoor and active, which align with the NBA's fan base.

Jimmy Yang, global CEO of Kenda, said the company is proud to support Ohio's NBA team in the upcoming playoffs, adding that high-performance products designed in America for Cavaliers fans are a perfect match for Kenda.

Kenda's American Technical Center in North Canton, Ohio, serves as the hub for research, design, materials development and testing across the company's Americas product range.

The partnership sits alongside a forthcoming sponsorship arrangement with the Cleveland Guardians baseball team, with Kenda's logo set to appear behind home plate during all 81 of the club's home games, further deepening the manufacturer's commitment to northeast Ohio's professional sports market.

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