Marvel Studios has unveiled a unique marketing twist for the new Avengers lineup in the MCU: seven real-life brands have signed on to sponsor the team, blending superhero action with corporate partnerships in a way that’s both humorous and tongue-in-cheek.
Warning: The rest of this article contains spoilers for Thunderbolts.
Thunderbolts’ Post-Credit Scene: The New Avengers’ Commercialized Twist
In the Thunderbolts post-credits scene, the ragtag group of antiheroes, now calling themselves “The New Avengers,” are seen assembling in their new uniforms at the Watchtower (formerly the Avengers HQ, now under Val’s control).
The scene addresses Sam Wilson’s (Anthony Mackie) trademarking of “Avengers,” setting the stage for a PR spin that’s as corporate as it is chaotic.
The humor takes center stage when Red Guardian (David Harbour) proudly sports a tracksuit with a knockoff “New Avengerz” logo, poking fun at copyright law while fully embracing the branding. This moment is also a nod to the Formula 1 sponsorship model, where athletes wear gear adorned with multiple company logos.
The Seven Brands Sponsoring the New Avengers
Marvel has teamed up with a mix of mainstream and quirky brands to sponsor the New Avengers:
Wheaties
The iconic cereal brand takes center stage in the mid-credits scene, aligning with Red Guardian’s redemption arc. Wheaties aims to tap into Alexei’s transition from Soviet soldier to superhero as a marketing strategy. The brand has even become a significant part of Marvel’s promotional materials for Thunderbolts.
Xbox
Red Guardian also sports the recognizable Xbox logo, highlighting the importance of gaming even for superheroes. The partnership comes at an opportune moment, with the release of Marvel 1943: Rise of Hydra, likely to be a game available on Xbox platforms.
Barbasol
Known for shaving products, Barbasol’s placement on Alexei’s tracksuit humorously draws attention to the character’s fluctuating facial hair throughout the movie, adding a touch of realism to the costume.
Tide
A fitting inclusion given the softness of Alexei’s new Avengers costume. Tide, a brand synonymous with cleanliness, ties into the lighthearted nature of the team’s new look, even if the squad’s members aren’t exactly known for being clean or orderly.
Heineken 0.0
The non-alcoholic beer logo on Red Guardian’s uniform adds a subtle nod to the team’s attempt to clean up their act. It’s a smart and modern addition, especially given the characters’ past drinking habits.
ampm
Known for its convenience stores, ampm’s inclusion on the tracksuit is an inside joke, given the brand’s recent expansion into the East Coast, making it a savvy move both in-universe and in real-world marketing.
Peloton
Yes, even superheroes need to work out. The Peloton logo appears on the tracksuit, making it a perfect fit for a team that’s all about strength and fitness. It also ties into the popularity of fitness marketing, especially with Yelena Belova’s fitness-focused character.
Marvel’s New Avengers: A Rebranding Strategy
Marvel Studios has gone all-in on the New Avengers’ branding, even rebranding the Thunderbolts film itself. Shortly after the film’s release, Marvel launched a promotional campaign that featured the cast physically tearing away the Thunderbolts logo to reveal The New Avengers underneath. New posters, billboards, and theater marquees followed, pushing this bold narrative shift.
This marks a first for the MCU: a title change for narrative purposes, rather than correcting a marketing misstep. With Avengers: Doomsday on the horizon, the new government-sponsored Avengers are gearing up for their next mission, which promises more superhero antics, sponsorships, and plenty of tracksuits.
