Invisalign
Align Technology has completed a multiyear NFL league sponsorship to support its Invisalign brand of orthodontic devices and the associated itero imaging system. The deal increases Invisalign’s NFL team rights from two to 11 teams, and includes NFL-controlled media. Align will also be able to do on-site activation at various events including the NFL Draft and Super Bowl, where it will be a sponsor of NFL Honors. The brand has been a sponsor of the 49ers since '18 and the Patriots since last year. Now it will add rights and support community initiatives for those teams, along with the Bears, Buccaneers, Chiefs, Cowboys, Eagles, Giants, Packers, Saints and Texans.
As the “Official Clear Aligner Sponsor of the NFL,” Invisalign will produce NFL- and team-themed marketing materials for doctors' offices. It will also sell NFL team-branded aligner cases directly to consumers. Seeking differentiation from dozens of competing clear aligners, Invisalign has stepped up both its media budget and its sports sponsorship spend in recent years. Like spirits marketers, the hope is that consumers will request their brand at retail, in their cases, dental and orthodontic offices. Aside from its NFL affiliations, the brand also has sponsorships with the Raptors, Hurricanes and Revolution.
