Winnipeg Free Press - PRINT EDITION

Winnipeg Blue Bombers truly a Marvel

Deal will put superheroes on football teams' apparel

  • Print
Bomber Store employees Samantha LaPointe and Quinn Smith show off the new Marvel characters T-shirts.

BORIS MINKEVICH / WINNIPEG FREE PRESS Enlarge Image

Bomber Store employees Samantha LaPointe and Quinn Smith show off the new Marvel characters T-shirts. Photo Store

The Winnipeg Blue Bombers have signed a deal that will see Peter Parker and Bruce Banner in blue and gold this year.

Unfortunately, it won't mean the Hulk will be in the Bomber backfield or Spider-Man will be slipping tackles as a kick returner. The CFL has signed a league-wide agreement with Montreal-based Bulletin Canbrada that enables the nine teams to use the images of five of Marvel Comics' characters on men's T-shirts: Spider-Man, the Hulk, Iron Man, Thor and Captain America.

Bulletin, a licensed apparel manufacturer that already had a relationship with the CFL, approached Marvel about doing business north of the border for the first time. (Marvel already had co-branded apparel programs with the NBA, college football and the NFL's Dallas Cowboys.)

The comic giant was agreeable, so a number of designs were commissioned featuring the four members of the Avengers and the web-slinger.

The strategy is to broaden the CFL's marketing base, said Darin Miller, Bulletin's director of sales and merchandise.

"The CFL has a mature customer. You're always looking for ways to bring the 15- to 25-year-old consumer to the market and that's Marvel's core demographic," he said.

"It's great to be able to get that person who may not be a CFL fan interested in buying a CFL product. If you're a traditional Blue Bombers fan, you already have a vast array of product, but this is something you don't own."

The Marvel merchandise is available in the Bomber Store at Investors Group Field and online.

Bombers CEO Wade Miller is a big fan of the deal and said he expects the T-shirts to be popular with "youth and adults who are still living their youth."

"It's a great partnership for the CFL and Marvel that ties the two brands together," he said.

(The former fullback admits his favourite superhero growing up was the Hulk, thanks to the television series starring Lou Ferrigno.) Sara Moore, the CFL's vice-president of marketing, is using the same playbook as Miller. She said partnering with Marvel Comics on this line of merchandise is a "powerful" way to co-market the two brands.

"Not only does it create double the appeal to customers who are fans of both brands, it also reaches a new and younger audience who may call themselves comic fanatics, but not necessarily football fans," she said.

geoff.kirbyson@freepress.mb.ca

Republished from the Winnipeg Free Press print edition June 26, 2014 A2

History

Updated on Thursday, June 26, 2014 at 10:39 AM CDT: Corrects name of the Hulk's alter ego

Fact Check

Fact Check

Have you found an error, or know of something we’ve missed in one of our stories?
Please use the form below and let us know.

* Required
  • Please post the headline of the story or the title of the video with the error.

  • Please post exactly what was wrong with the story.

  • Please indicate your source for the correct information.

  • Yes

    No

  • This will only be used to contact you if we have a question about your submission, it will not be used to identify you or be published.

  • Cancel

Having problems with the form?

Contact Us Directly
  • Print

You can comment on most stories on winnipegfreepress.com. You can also agree or disagree with other comments. All you need to do is be a Winnipeg Free Press print or e-edition subscriber to join the conversation and give your feedback.

You can comment on most stories on winnipegfreepress.com. You can also agree or disagree with other comments. All you need to do is be a Winnipeg Free Press print or e-edition subscriber to join the conversation and give your feedback.

Have Your Say

New to commenting? Check out our Frequently Asked Questions.

Have Your Say

Comments are open to Winnipeg Free Press print or e-edition subscribers only. why?

Have Your Say

Comments are open to Winnipeg Free Press Subscribers only. why?

The Winnipeg Free Press does not necessarily endorse any of the views posted. By submitting your comment, you agree to our Terms and Conditions. These terms were revised effective April 16, 2010.

letters

Make text: Larger | Smaller

LATEST VIDEO

Tree remover has special connection to Grandma Elm

View more like this

Photo Store Gallery

  • Perfect Day- Paul Buteux walks  his dog Cassie Tuesday on the Sagimay Trail in Assiniboine Forest enjoying a almost perfect  fall day in Winnipeg- Standup photo – September 27, 2011   (JOE BRYKSA / WINNIPEG FREE PRESS)
  • Marc Gallant / Winnipeg Free Press.  Local- (Standup Photo). Watcher in the woods. A young deer peers from the forest while eating leaves by Cricket Drive in Assiniboine Park. A group of eight deer were seen in the park. 060508.

View More Gallery Photos

Poll

Which of Manitoba's new landlord-tenant rules are you looking forward to most?

View Results

View Related Story

Ads by Google