Cavs Sign One-Year Deal With Social Calendar App UpTo

Detroit-based social calendar app UpTo, which keeps fans up to date on team and franchise schedules, has announced a partnership with the Cavaliers. UpTo provides users the option to follow the game schedule of any major pro team, and the Cavs are the first team to allow access to all events, promotions and announcements related to the team. Cavs player appearances, charity events, detailed broadcast information and more can be accessed through the UpTo app (UpTo). UpTo launched last year, with Cavs Owner Dan Gilbert’s Detroit Venture Partners providing the company’s seed round of financing. Specific financial terms of the agreement, a one-year deal, were not disclosed, but the agreement does call for in-arena branding along with online advertising elements. For the Cavs, the deal creates the possibility that any UpTo user, by clicking on the team’s offering, can bring the Cavs’ posted content onto their electronic calendars. That content can then be seen by friends who are connected to the original fan through UpTo. In return for an undisclosed fee paid to the Cavs, UpTo gains access to the team's audience of fans. That adds to UpTo’s overall user base, putting the company in better position to draw revenue from advertising on the site down the line (John Lombardo, SportsBusiness Journal).