The motto in gematria.
Notice how the gematria of the theme connects to 'Cleveland' as well as 'NBA Finals'.
In the NBA's 30 second commercial, the Cavs are the second team shown with an NBA Finals Tribute. The first is the Lakers, who we know aren't winning. Why is being second shown important? Well, notice the 222 coding within the phrase as well. Also, should the Cavs make it, this will be LeBron's third NBA Finals with the Cleveland Cavaliers. You know what they say, third time is a charm.