TEMPE, Ariz., US: As part of the effort to increase awareness of its Invisalign brand among football fans worldwide, Align Technology has become an official sponsor of the upcoming Super Bowl, one of the world’s largest sporting events, which will take place on 12 February at the State Farm Stadium in Glendale in Arizona in the US.
In 2019, Align entered into sponsorship agreements with high-profile North American sports franchises competing in the National Football League (NFL), of which it is currently the official clear aligner sponsor. Align also signed similar agreements with teams of the National Basketball Association, the National Hockey League and Major League Soccer.
The sponsorship of the Super Bowl includes branded entertainment and fan engagement through branded activities on social media platforms and live on stage, as well as games and content creation booths.
Watched by over 100 million people each year, the Super Bowl is the ultimate marketing platform for the sponsoring brands. Some of the largest brands usually fill up the advertising space on the pitch side, scoreboard and even the ball, including Nike, Amazon and Oakley. In September, it was announced that Apple Music would replace Pepsi after ten years as the sponsor of the Super Bowl halftime show starting this year.
The Invisalign brand activities include an Invisalign-branded train that will take visitors directly to the Super Bowl Experience at the Phoenix Convention Center in Arizona for six weeks.
The company also announced that Invisalign will be the sponsor of the annual Associated Press NFL Most Valuable Player Award, which is presented to the player who was voted “most valuable” during the season by a panel of sports journalists.
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