Fox Plays with Man U

Studio teams with U.K. soccer team to promote its upcoming films.

20th Century Fox has teamed with the British football team Manchester United to help promote its upcoming films during the team’s home games.

“20th Century Fox is home to many of the world’s biggest film franchises and Manchester United is one of the world’s largest and most successful football clubs,” says Paul Hanneman, president, worldwide theatrical marketing and distribution, Fox. “We are excited by the opportunity to combine the entertainment of film with the power of live sports and the passion that Manchester United fans have for their club and the players.”

Throughout the season, Manchester United’s digital perimeter boards and post-game interview backdrops will promote films such as Deadpool, X-Men: Apocalypse and Independence Day: Resurgence.

Additionally, Fox will have the opportunity to provide live entertainment for fans at home games, as well as exclusive content for the team’s global audience through its various digital platforms.

To celebrate the partnership, Manchester United players Ander Herrera, Juan Mata, Chris Smalling, David De Gea, Bastian Schweinsteiger and Wayne Rooney came face-to-face with Deadpool during a penalty shootout. A short film of the encounter can be found on Manchester United’s social media channels.

“Both Manchester United and 20th Century Fox are leaders within our respective industries, and we are delighted to be able to work with them in introducing each other to new audiences, creating unique content, such as the players’ recent encounter with Deadpool,” says Richard Arnold, group managing director, Manchester United.