San Francisco-based Golden Guardians, the esports affiliate of NBA’s Golden State Warriors, has announced a partnership with Align Technology, Inc., the makers of Invisalign clear braces.
As the ‘Official Smile Partner’ of Golden Guardians, Invisalign will be featured on the team’s jerseys and on activations across TV, digital media, and social channels.
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Align Technology’s partnership covers the entire ‘Golden’ franchise properties, including the Golden State Warriors, Santa Cruz Warriors, and Golden Guardians. This appears to be the company’s first foray into esports.
Warriors Senior Vice President of Partnerships, Mike Kitts commented: “We are thrilled to partner with the Invisalign brand to enhance our digital fan experience across all of our franchise properties. This collaboration will allow for deeper engagement and connection with all Warriors properties and fans around the world.
“Dub Nation is all about joy in buckets – this partnership captures the joy and smiles of Warriors basketball and the must-see, exciting content through this multi-property collaboration.”
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Raj Pudipeddi, Align Technology chief innovation, product, and marketing officer, added: “We always look for the right opportunities to meet fans where they live, work and play, and to connect with them around the things they’re passionate about – whether that is a winning smile or a winning team. We are excited for this three-point play to reach fans of the Golden State Warriors, Santa Cruz Warriors, and Golden Guardians.
“We look forward to sharing smile-making moments with Warriors fans, and to seeing the Invisalign brand name featured in fun social media activations with teens and adults, across the Golden State, Santa Cruz and Golden Guardian teams.”
The Golden Guardians fields teams and players in League of Legends, Super Smash Bros. Melee, World of Warcraft, and Teamfight Tactics. Invisalign is the second brand to sponsor the organisation from the healthcare industry. In 2019, Golden Guardians added Zenni Optical as its official eyewear partner.
Esports Insider says: It’s been interesting to see how many healthcare brands are entering the gaming arena, from insurance to eyewear to vitamins and now, braces. Should Invisalign’s efforts prove fruitful, we might see more dental-related products try esports marketing.