Cavs Rewards Program Lifts Partner Spending 21%

The Cleveland Cavaliers' card-linked loyalty program, powered by the Uptop platform, has driven measurable gains in partner spending and fan engagement since its October 2024 launch.

Updated on Nov. 2, 2026 in Couponing

Cavs Rewards Program Lifts Partner Spending 21%

Live Poll

Would you join a rewards program that tracks your card purchases for points?

The Cleveland Cavaliers' Cavs Rewards loyalty program, launched October 25, 2024, lifted spending at partner locations by 21% among enrolled fans. Online team shop sales rose 51% after the program began.

Why it matters

The results show how a card-linked rewards model can drive both local business spending and direct team revenue without requiring a branded app or credit card. For Cleveland shoppers, the program offers a way to earn points at participating local partners.

The program logged more than 3 million transactions and about 1,000 redeemed rewards by mid-2025, with annualized partner spend of roughly $8 to $8.5 million. The lift figures were not accompanied by a published control group in the source material.

The players

Cleveland Cavaliers

The Cleveland Cavaliers are the NBA franchise based in Cleveland, Ohio, which operates the Cavs Rewards loyalty program.

Uptop

Uptop is a blockchain-based loyalty platform founded in 2022 that powers the Cavs Rewards program and has been adopted by other sports teams.

Rain

Rain is the company that acquired Uptop in November 2025.

Detroit Pistons

The Detroit Pistons are the NBA franchise based in Detroit, Michigan, which has adopted the Uptop loyalty model.

The details

Fans link a payment card and earn points when they shop at partner locations, online or in person, using a card-linked, open-loop system that needs no special app or branded credit card. The Cavaliers' direct-marketing fan database grew 50% after the program launched.

October 25, 2024: Cavs Rewards program launched.
October 28, 2024: Program publicly announced.
Mid-2025: Program reached 18,000 to 21,000 members and 3 million transactions.
November 2025: Rain acquired Uptop, the platform powering the program.

Industry Dynamics

Sports teams have increasingly turned to card-linked rewards models that avoid branded apps, as shown by the Uptop platform now used by both the Cavaliers and the Detroit Pistons. The model lets teams capture partner spending data without requiring fans to adopt a new payment method.

Cleveland shoppers who link a payment card can earn Cavs Rewards points at participating partner locations, both online and in person. The program requires no special app or branded credit card to participate.

The takeaway

Loyalty programs that work with existing payment cards lower the barrier to entry for shoppers. Check whether your favorite local businesses participate in card-linked rewards before you shop.