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Black Owned Dental Practice Lands Partnership With NBA Team

Smile Savvy Cosmetic Dentistry is a Black owned dental practice based in Charlotte, North Carolina. Founders Joya and Drew Lyons took their first step from small business to big partner this year.

The duo joined the NBA’s Charlotte Hornets as a dental partner alongside big brand names such as Coca-Cola, Lowe’s, and NIKE.

black owned dental practice
Drew and Joya Lyons

The dental practice isn’t the only small business the Hornets signed on with, but it is the only local Black-owned business to make corporate partner with the professional NBA team, and one of only a small few among all NBA partners.

“As one of the few Black owned businesses to partner with the Hornets, we’re just happy to break barriers while continuing to give back,” Dr. Joya Lyons remarked.

Though the monetary details of the partnership are mostly unknown, Josh Rosen, senior director of corporate communication at Hornet S&E, confirmed that it is a multi-year partnership. As part of the deal, Smile Savvy will now be the primary sponsor of the well-loved “Smile Cam” and their branding will be displayed alongside birthday announcements during home games.

Additionally, Smile Savvy will be launching the “Smile Savvy Smile Watch,” in which neither the fans, coaches, staff nor the Hornets players themselves are exempt from being the subject of impromptu photos within this new digital series. Smile Savvy now also retains the rights to use Hornets logos and marks.

black owned dental practice

Furthermore, two lucky fans will get the opportunity to enter sweepstakes for the classy “Date Night” package. Smile Savvy and the Hornets will team up to present the winners with premium tickets, fine dining from the renowned chefs of the Crown Club, and an exclusive behind-the-scenes pregame experience.

The Smile Savvy duo aren’t strangers to giving. After opening their dental practice in 2014, the Lyons lamented the fact that a new smile was a luxury that many couldn’t afford. To remedy that, they launched the Lyons Share in March 2019, a charity organization that aims to give at least 4 people from underserved communities a smile makeover.

The couple rebranded and renewed their interest in cosmetic dentistry during the pandemic, finding the opportunity to present adults with new smiles more important than ever in a time so harrowing and uncertain.

“Smiles are a major part of human connection and interaction,” Dr. Drew Lyons said during a press release. “During the pandemic, people not only missed seeing the smiles of others but also realized how valuable they are when it comes to employment and other opportunities. By partnering with the Charlotte Hornets, we know that we can touch more who desire to have healthy smiles to open more doors through both our office and our charitable arm, the Lyons Share.”

Hornets President and Vice Charmain Whitfield shares the sentiment in his statement. “We look forward to bringing them into our Hornets family and teaming with them to help share healthy smiles.”

As proud dental partners of the Hornets NBA team, there’s no doubt Smile Savvy’s addition will result in healthier smiles and happier hearts team and nationwide.


Tony O. Lawson

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