Movies

Marvel’s New Avengers Go Full Brand Sponsorship in Hilarious Corporate MCU Twist

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As a seasoned movie critic, I found myself intrigued by Marvel Studios‘ latest move to have seven brands sponsor the upcoming Avengers lineup within the Marvel Cinematic Universe (MCU). This innovative step underscores the way the motley crew of Earth’s Mightiest Heroes is portrayed as more than just a team of superheroes – they’re now commercial icons, too.

Warning – The rest of this article contains spoilers for Thunderbolts*.

In the post-credits scene of Thunderbolts, it’s hinted that the team they’re calling The New Avengers might not be as genuine as they claim. Towards the end of the film, their base has been renamed Watchtower and is now under Val’s (Julia Louis-Dreyfus) management. They are seen wearing new uniforms, which some viewers find a bit overzealous in their attempt to appear official. The scene carries a humorous undertone, as they acknowledge the awkward elephant in the room: Sam Wilson (Anthony Mackie) has officially registered “Avengers,” creating a dilemma for Val’s public relations strategy at the end of the movie.

Bucky (Sebastian Stan) mentioned that he and Sam have differing opinions, Yelena (Florence Pugh) appears upset, and Red Guardian sticks to his guns. David Harbour’s character Alexei boasts about his new tracksuit with a fake “New Avengerz” logo, which is a humorous dig at copyright laws and superhero merchandising. While others discuss tactics and legality, he dons the name without a care, remaining unbothered. The suit’s sponsorship logos in the new version are one of the things that make it feel authentic, as they resemble those on real-life Formula 1 racing suits.

7 Brands Sponsoring the New Avengers

Wheaties

As part of the group, I find Wheaties taking center stage in the trailers following the conclusion of Thunderbolts. In this fictional world, it appears that the brand is capitalizing on Alexei’s journey towards redemption, banking on his transformed superhero persona from the Soviet era to attract a fresh audience of breakfast enthusiasts. From the mid-credits scene, it seems only the Red Guardian himself shows any interest in this promotion.

Externally speaking, Wheaties has been a key element in Marvel’s promotional strategy for the upcoming movie, Thunderbolts, and continues to be so even after the studio rebranded it as The New Avengers. This collaboration appears to be designed perfectly for meme creation, and Marvel is fully aware of this fact.

Xbox

The Red Guardian’s attire bears the well-known green Xbox emblem even in his downtime, suggesting that super-soldiers too require relaxation. This clever move by Xbox positions its brand alongside a widely recognized franchise without appearing overly serious. Additionally, the upcoming game “Marvel 1943: Rise of Hydra” is expected to be playable on Xbox.

Although Sony and Disney have cooperated on Spider-Man rights since 2016, it doesn’t necessarily imply that Disney won’t receive payment from Microsoft.

Barbasol

In every Marvel Cinematic Universe assembly, there seems to be a character sporting an unkempt beard or mustache, as seen on Alexei’s tracksuit where Barbasol is conspicuously displayed. This is a humorous reference to his distinctive facial hair throughout the film, even extending into the mid-credits and post-credits scenes. However, among the men in the latest Avengers team, only Bob (Lewis Pullman) keeps a clean-shaven appearance, suggesting that Barbasol may have some hidden role or agenda within the storyline.

Tide

It’s appropriate that Tide is part of the tracksuit, given that one of the attractions of Alexei’s latest Avengerz costumes lies in their softness. This aspect was a significant selling point for the team, but Yelena seems unimpressed by the suit’s smoothness, especially since the Fantastic Four are preparing to make an appearance.

Heineken Zero

In the Red Guardian’s tracksuit, you can spot the Heineken 0.0 logo – a contemporary and universally identifiable brand that catches the eye amidst the uniform. This could be an understated, perhaps genuine nod towards abstinence, given Alexei and Yelena’s suggested drinking habits. By featuring a non-alcoholic beer among their sponsors, they’re sending a subtle message about self-improvement, even if they’re still portrayed as a somewhat disorganized team.

Initially launched in certain international locations back in 2017, Heineken 0.0 eventually made its way to the United States in 2019.

ampm

ampm, recognized for its always-open convenience stores and extravagant food advertising, is a well-known West Coast label. Placing it in a film set in New York could spark some surprise. However, in reality, this isn’t entirely unusual.

ampm, famous for its round-the-clock convenience stores and bold food promotions, is a well-established West Coast brand. Seeing it featured in a movie set in New York might seem unexpected, but in reality, it happens sometimes.

In August 2022, BP launched the first East Coast ampm store on the Bronx, signifying the company’s comeback to the area following its withdrawal in 2012. This corporate growth seems cleverly timed, with ampm’s presence evoking a witty reference for Marvel Cinematic Universe (MCU) fans and real-life synchronization.

Peloton

Indeed, it’s true that even superhuman warriors do spin! The Peloton logo is conspicuously displayed on the tracksuit, and within the storyline, this partnership seems almost tailor-made. In reality, sponsorships related to fitness, weightlifting, or sports would likely be the most profitable for an Avengers team. If Yelena Belova uses Peloton, it definitely adds appeal for others to do so too.

For people who found the post-credits scene addition by the sponsors to appear hasty, it’s worth noting that the studio was actually kicking off its marketing campaign around this time. Marvel Studios adopted The New Avengers branding very soon after Thunderbolts hit the theaters.

Over the opening weekend, the studio unveiled a video showing the cast (Harbour, Pugh, Stan, Wyatt Russell, Pullman, and Hannah John-Kamen) literally peeling back the Thunderbolts logo to reveal The New Avengers beneath. Subsequently, billboards, theater signs, and new posters displayed the same change, signaling a rebranding. This is a first for the MCU as

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2025-05-12 02:48

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