JOHANNESBURG — Given the iron-clad intellectual property protection around brands as iconic as the Marvel action hero characters, one has to wonder how SA Rugby managed to secure the rights to use the brands for four Super Rugby franchises. Or is Marvel looking at a different way of marketing their brands to South Africans? Whatever the back story to the deal, the marketing initiative will surely capture the imagination of younger fans. Given the enormous success of the movie Black Panther in South Africa, it’ll be interesting to see if the Sharks see a spike in new supporters in 2019. – David O’Sullivan
From SA Rugby
South Africa’s top players wearing their new jerseys inspired by Marvel’s Spider-Man, Thor, Black Panther and Captain America will run out at Cape Town Stadium on #SuperHeroSunday (3 February) at the first public appearance of the Marvel makeover of SA’s Vodacom Super Rugby teams.
The Vodacom Super Rugby double-header on Sunday 3 February will be the first time that the four local franchises will wear their new Marvel-inspired jerseys. The jersey designs have each been meticulously crafted to reflect the superheroes the South African teams will represent while also staying true to each team’s already iconic colour identity.
The Emirates Lions will be dressed in the familiar webbed suit of Spider-Man; the Cell C Sharks will adopt the Black Panther look; the DHL Stormers will be looking to hammer their opponents in the colours of Thor; and the Vodacom Bulls will shield all attacks thrown their way as Captain America.
The jerseys will be exclusively worn in most South African derbies. The teams will wear their usual jerseys for matches against international opposition.
— Leighton Koopman (@Leighton_K) January 15, 2019
As with super heroes, where the action is never less than explosive, expectations are that the season’s first hit-out will be fast and spectacular as teams try and establish solid early form, while the teams will also bring their very own iconic Marvel superheroes to life in Cape Town.
The jerseys are the result of a ground-breaking and unique collaboration between SA Rugby, DStv, SuperSport, Marvel and Vodacom. Apart from wearing them on #SuperHeroSunday, the four SA teams will also don the new-look jerseys during other local derbies throughout the Vodacom Super Rugby season.
On Sunday 3 February in Cape Town, there will be Real. Live. Super Heroes as the new Superpowered season kicks off. At 14h00, the Emirates Lions will play the Cell C Sharks followed by the DHL Stormers versus the Vodacom Bulls.