Deadpool joins Manchester United in new marketing push
Deadpool is joining a brand-new team but not in a crossover or new spinoff, instead the popular anti-hero is joining Manchester United in a global partnership with film distributor 20th Century Fox.
In a slightly bizarre pairing, 20th Century Fox has teamed up with Manchester United to promote its latest blockbuster movies during the club’s home games.
Throughout the season the Club’s digital perimeter boards and post-match interview backdrops at Old Trafford will be used to promote films, such as Deadpool, X-Men: Apocalypse and Independence Day: Resurgence. There will also be the opportunity for 20th Century Fox to provide entertainment for fans attending United home games, as well as exclusive content for the Club’s global audience via its various digital platforms.
To mark the coming together of the two iconic brands, United players Ander Herrera, Juan Mata, Chris Smalling, David De Gea, Bastian Schweinsteiger and Wayne Rooney came face-to-face with Deadpool, the latest Marvel character to hit the big screen, during a penalty shootout. This short film of a different kind will be released today across Manchester United social media channels.
Deadpool tells the origin story of former Special Forces operative, Wade Wilson, who after being subjected to a rogue experiment that leaves him with accelerated healing powers, adopts the alter ego Deadpool.
Manchester United’s Group Managing Director, Richard Arnold spoke about the partnership in a prepared statement saying, “This partnership is the first of its kind for the Club and 20th Century Fox. Last year in the UK alone, there were well over 150 million admissions to the cinema and like football, the film industry has unwavering global popularity and can be enjoyed by anyone.”
Arnold continued, “Both Manchester United and 20th Century Fox are leaders within our respective industries and we are delighted to be able to work with them in introducing each other to new audiences, creating unique content, such as the players’ recent encounter with Deadpool.“
“20th Century Fox is home to many of the world’s biggest film franchises and Manchester United is one of the world’s largest and most successful football clubs,” said Paul Hanneman, President of Worldwide Theatrical Marketing & Distribution. “We are excited by the opportunity to combine the entertainment of film with the power of live sports and the passion that Manchester United fans have for their club and the players.”