Team Liquid Launched A Strategic Partnership With Marvel Entertainment
eSports organization Team Liquid launched its strategic partnership with the Disney-owned Marvel Entertainment at the EU versus NA Rift Rivals League of Legends this past weekend in Los Angeles. The yearlong collaboration is Marvel’s first in the eSports space.
The new merchandise line will include Captain America themed jerseys as well an as Avengers Endgame, an Iron Man themed jersey, and a Team Liquid x Marvel Logo tee shirt. More merchandise will likely be released as the partnership continues to develop.
This partnership is the first of its kind in the eSports space, seeing team liquid both embrace the Marvels brand while launching an entire set of new jerseys focused around it.
According to Mike Milanov, COO at Team Liquid, “we always want to innovate and to think of the craziest, most awesome idea that we could pull off. We’re all huge Marvel fans, so we were intrigued by the possibilities of what a mashup between our two brands could look like. When we were introduced to Marvel, we realized that we shared so much creative energy. They were looking for a partner who wanted to think big and long term when it came to how a competitive team brand and their epic properties could mix, and it’s been an amazing collaboration.”
The goal of the partnership goes way beyond putting a logo on a jersey. The custom jerseys not only celebrate the Marvel heroes but through the new jerseys, the hope is Team Liquid players can be inspired by the powers of Marvel to become the heroes of today. It was essential to blend the world of competitive gaming with the of the world of heroes to create a product that would appeal to fans from both demographics.
Team Liquid plans to wear to Marvel jerseys during special events but plans to continue to both wear and sell their traditional gaming jerseys. And while the initial partnership is focused around co-branded merchandise, Team Liquid and Marvel Entertainment plan to later expand into various other content and initiatives. Stay tuned for more details on new merchandise.
