Valencia CF and Marvel Studios Activate Matchday Partnership with 'Thunderbolts' Campaign.

Roger Hampel

Valencia CF partnered with Marvel Studios for a one-day matchday campaign designed to promote the upcoming film "Thunderbolts", turning their LaLiga Matchday 33 fixture at Camp de Mestalla into a branded cinematic experience. The collaboration featured Marvel-themed visuals, stadium content, and customized warm-up gear worn by Valencia players.

The campaign took place during the home match on April 21, 2025, marking a one-off commercial activation between the football club and the global entertainment brand.

Branded Matchday Integration for Film Promotion

Under the tagline "Héroes en potencia" (Heroes in the Making), Valencia CF turned the match into a live-action narrative, aligned with the themes of Marvel’s Thunderbolts film. Players wore special edition warm-up bibs prior to kickoff, while audiovisual elements referencing the movie were displayed across digital boards, stadium big screens, and social media.

The action aimed to create a sense of cinematic atmosphere throughout the venue, encouraging fan participation while amplifying Marvel Studios’ promotional campaign for the upcoming theatrical release.

Cross-Industry Branding Through Football Valencia Thunderbolts

This activation reflects an increasing trend in cross-industry collaborations, where entertainment companies use football clubs' stadium attendance, media reach, and cultural relevance to build hype around major releases. Marvel Studios has previously collaborated with clubs like PSG and Real Madrid, and this partnership with Valencia CF signals broader brand engagement across LaLiga properties.

For Valencia, the activation also served as a platform for youth-oriented fan engagement, as Marvel properties often appeal to younger demographics — a valuable audience segment for football clubs investing in next-generation fandom.

Strategic Use of Matchday Real Estate

The collaboration featured:

• Branded warm-up apparel

• In-stadium video board content

• Digital campaign assets across Valencia’s social platforms

• Unique narrative messaging tying football to superhero themes

  
  

Though short in duration, the activation transformed a regular league fixture into an opportunity for Valencia CF to showcase its commercial adaptability and align with pop culture content that resonates internationally.