Kenda Tires, this year an associate partner for the Cleveland Cavaliers 2024 NBA Playoffs run, kicked off its partnership announcement at the Kenda American Technical Center in North Canton, Ohio, on April 16 with an appearance from Cavs mascot, Sir C.C., and Ahmaad Crump, in-arena host for the Cleveland Cavaliers and "the Voice of the Cavs" during NBA games. Kenda will continue as an associate partner as the Cavs advance through the playoff seeding. This will include advertising on the court, a giveaway of Kenda rally towels, and advertising during local pre-game programming.