Chinese Esports Organization Has Created A Partnership With Marvel To Co-Brand Merchandise

Chinese esports organization FunPlus Phoenix (FPX) and Marvel Entertainment announced a partnership to co-brand apparel, merchandise, supplies, gaming peripherals, and other initiatives related to FPX and Marvel’s superhero lineup. FPX’s League of Legends Pro League (LPL) players were featured in a video released Monday.
Chun Li, CEO of FPX, told Sports Business Journal that the partnership extends to all FPX divisions, not just its LPL teams and that the Marvel logo will not be featured on the team jerseys during the League of Legends World Championship later this month in Iceland.
Disney-owned Marvel Entertainment has partnered with an esports team before. With Marvel Entertainment in 2019, Team Liquid provided co-branded merchandise drops, including Captain America, Spider-Man, and Black Widow. Team Liquid and Marvel extended their partnership through 2022 in 2020.
With the most commercial value, FPX is considered one of the most successful esports organizations in China. The organization currently has nine partners, including BMW as its global chief partner, OPPO and PUMA as global strategic partners, Herman Miller as its equipment partner; and Huya, a snack brand, Men’s skincare brand, spring water company, and fish restaurant. Huya is the only non-endemic brand among the nine partners. Furthermore, FPX is the only Chinese esports organization within BMW’s global esports sponsorship plan, alongside European teams Fnatic, G2 Esports, OG Esports, North American team Cloud 9, and South Korean team T1 Entertainment & Sports

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