Donald W. Reynolds National Center For Business Journalism

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Marrying Cleveland and the Cavaliers

October 7, 2014

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This fall, LeBron James comes home to the Cleveland Cavaliers.

But instead of making his homecoming about him, the Cavaliers have turned his return in a marketing campaign that marries the team and its hometown.

Cleveland is the centerpiece of the Cav’s pre-season video, with the hashtag #ALLFORCLE. There is beautiful black and white footage of the city, blended with players and action.

It’s no surprise to see that the Cavaliers are taking an urban approach, given who owns them. Billionaire Dan Gilbert, aka @cavsdan on Twitter, is among the biggest employers in Detroit, where he is the biggest private landowner.

Clearly, Gilbert’s desire for an urban comeback stretches across from the Motor City to its sister city on Lake Erie.

How are the sports teams in your city promoting themselves? Has anyone else used a similar approach to the Cavaliers?

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