Marvel and Team Liquid have extended their partnership until 2022 and launched a co-branded merch collection.
Their initial partnership began in the summer of 2019 and it marked the first time Marvel entered into the esports arena. The partnership debuted at Rift Rivals: North America vs Europe, during which Liquid wore Captain America-inspired jerseys that displayed both the Team Liquid and Avengers logo.
Steve Arhancet, Co-CEO and Owner of Team Liquid, wrote in the announcement, “We’re excited to continue our team-up with Marvel. Both of our brands are built around compelling narratives: heroes, rivalries, triumph and even, overcoming hardships. There’s so many more stories for us to tell together through custom apparel, original content and other fan offerings.”
“LIQUID x MARVEL has really helped us tap into current and broader audiences in new and creative ways,” wrote the Creative Director at Team Liquid, Damian Estrada. “Each character, from the X-Men to The Avengers, represents something different and something powerful. And, this partnership allows our fans and heroic players to simultaneously represent Team Liquid and embody these larger-than-life characters, whether in the arena or at home. It’s been exciting to see these crossover narratives come to life over the last year or so.”
While this was the first foray Marvel made into esports, it wouldn’t be the last. From a business perspective, it looked like they were testing the waters of esports before partnering with tournament organizer ESL in September to promote their new mobile MOBA, Marvel Super War.
Team Liquid have had a spotty year, as they failed to get out of the group stage at the League of Legends 2020 Season World Championship but placed 1st at the North American League Championship Series. Although dominant in the NA LCS, the team has largely underwhelmed on the international stage.