North American organisation Pittsburgh Knights has announced SmileDirectClub as its ‘smile confidence’ partner.
The teledentristry company’s first foray into esports will see it provide its services to Knights’ players and personalities and sponsor a new weekly video series.
James O’Connor, President of Pittsburgh Knights commented in a release: “I think a lot of esports fans will appreciate that this is a high quality, low cost product that has the ability to improve their lives. SmileDirectClub mirrors one of our root goals as a company, which is to make people happy.”
In summer, SmileDirectClub will activate the partnership by inviting customers to its shop in Atlanta to meet players that represent Pittsburgh Knights. It will also be a featured exhibitor at Replay FX, another of the organisation’s most recent partners.
Alex Fenkell, Co-founder of SmileDirectClub also discussed the partnership: “SmileDirectClub is excited to join the esports space as the Pittsburgh Knights’ newest partner. We are honored to have the opportunity to show both the players, and their fans, what the power of a new confident smile can do.”
Pittsburgh Knights announced a jersey sponsorship from convenience store chain Sheetz earlier this month; the deal also includes partnership activation that are yet to be detailed. The organisation joined forces with NFL team Pittsburgh Steelers in December last year.
Esports Insider says: This is certainly, well, different; we’re used to seeing gaming chair partnerships and football clubs entering FIFA – not deals with dentistry companies. With that being said, it’s cool to see innovative and imaginative partnerships such as this and the proof will be in the pudding when it comes to see how effective it is.