Marvel mixes fashion with eSports: Target group matching in the digital age

The Marvel film series enjoys millions of fans. There are also eSports enthusiasts among them. Now they can be especially happy.

The fact that media references are a clever way to make everyday products viral was only recently discovered when Burger King introduced the Upside Down Whopper to promote the third Stranger Things season. Marvel Comics, acquired by Disney in 2009, is now partnering with eSports Team Liquid to produce joint merchandise and content.

Superheroes in eSports

The merchandise provided in cooperation so far comprises two jerseys, each designed by two of the most renowned Marvel heroes, Captain America and Iron Man. There is also a jersey which is stylistically adapted to the suits from Avengers: Endgame and a t-shirt which crosses the Marvel and Team Liquid logo. Although this is only a very small number of fashion items so far, more items and more content are planned. First reactions from fans of participants of the eSports scene seem to be positive so far.

Cooperation, which one in the eSports first probably thought to be unexpected, delights many fans. With this partnership, there is another indicator for the marketing potential of eSports, when even such big names as Marvel dare to cooperate.

The overlapping of target groups

The term “nerd” is no longer to be understood pejoratively. It is an identification with which people can boast. With which they say: “Yes, I like Harry Potter and Dr. Who and Pokémon and superheroes and eSports” and at all. Marketers who reach various target groups with brand or industry overlapping campaigns or even joint ventures and in the best case can turn them into customers can also work with the recognition of these preferences. Therefore, Marvel and Team Liquid offer a target group that can be addressed in many ways, and within this cooperation, Marvel and Team Liquid use this diversity for themselves. They kill two birds with one stone.

Such merchandise is a classic win-win situation. Both Marvel and eSports fans are happy about new merchandise, Team Liquid and Marvel are happy about customers, fans and reach. Much clearer than with Captain America suit and Team Liquid logo in one, you can’t boast of being a proud fan – and the merchandise is perfectly suited for this purpose.