The WNBA partnered with Marvel Studios on a joint-marketing campaign ahead of the studio’s new movie, “Captain Marvel,” which premieres nationwide Friday on Int'l Women’s Day. The cornerstone of the new campaign is a 30-second “What Makes A Hero” video spot which mixes action clips from the film with highlights of WNBA stars like Seattle Storm G Sue Bird and Las Vegas Aces F A’ja Wilson. WNBA COO Christy Hedgpeth said that Marvel Studios reached out to the league first, looking to partner around its new movie starring Brie Larson. Hedgpeth said, “We were thrilled to hear from them. … We knew instantly that it was something that we wanted to partner with them on.” Hedgpeth said the “shared values” between the studios and the league led to the partnership, which focuses on “empowering women and providing representation for girls and women.” Hedgpeth: “Whether that’s on a court or in a movie, women can be powerful and strong and smart and real leaders.”
PERFECT PARTNERSHIP: In addition to the “What Makes A Hero” clip, the WNBA will also create social media graphics of players and characters from the movie, which Hedgpeth said will “showcase the traits of superheroes and how they align with WNBA players.” The league also sent four of its players, Connecticut Sun G Chiney Ogwumike, Phoenix Mercury G Essence Carson, Chicago Sky C Stefanie Dolson and Atlanta Dream G Renee Montgomery, to Monday’s “Captain Marvel” premiere in L.A., where they walked the red carpet with stars like Larson and Samuel L. Jackson. The Storm and Minnesota Lynx will also host watch parties at KeyArena and Target Center to tie in with the film’s premiere. Hedgpeth expects this to be the first of many collaborations with Marvel Studios, as there is “no doubt” the two sides have “formed a relationship.” She said, “As the Captain Marvel character continues, we’re going to be continuing a dialogue with them and certainly be open to further opportunities in the future.”
