People aren't really on board with this 'Star Wars' soccer match cross promotion
Even if you haven't bought a Happy Meal in the last 20 years, you'd still be well aware of the influx of cross-promotion everywhere when a new movie comes out.
With the imminent release of the newest Star Wars flick The Last Jedi, Australia's national soccer competition, the A-League, has branded matches over Dec. 8 to 10 as the Star Wars Round.
SEE ALSO: Come on, of course Luke and Leia will reunite in 'The Last Jedi'
The rather unexpected collaboration with Disney will see "character appearances, big screen content, themed activities, special signage and giveaways" during the round.
A trailer for the round contains footage of the new movie interspersed with highlights from the league, "showcasing the excitement, entertainment and high-stakes of both brands."
Light, darkness, good, evil… and unstoppable hope! We’ve joined forces with @StarWarsAUNZ to bring you the Star Wars Round. #starwarsround #thelastjedi #ALeague https://t.co/L08dG77vib pic.twitter.com/Jc4JaExoyE
— Hyundai A-League (@ALeague) November 28, 2017
"Competitive sport can produce some of the most enthralling storylines, much like the acclaimed suite of Star Wars films, and we look forward to celebrating the hero's journey through best-practice activations, content and experiences for families and fans alike," managing director of The Walt Disney Company, Australia and New Zealand Kylie Watson-Wheeler said in a statement.
It's difficult to see any other soccer league around the world doing something similar. England's Premier League recently held a Rainbow Laces round to help support LGBTQ people in sport, but you'd hardly describe that as a commercial venture.
However, the A-League promotion does follow a similar venture with Marvel and Australia's National Rugby League which took place in May, featuring jerseys in the design of characters like Spider-Man, Thor and Iron Man.
In the U.S., "Star Wars Night" is an event in the MLB, the NBA and the NHL, which doesn't seem to bat an eyelid. It might be a bit of fun, and a way to draw in non-regular watchers of the A-League, which really could use better attendances.
Still, some fans were perplexed at the announcement.
A-League - Return of the Cringe
— DJ Miki (@DJMikiOfficial) November 28, 2017
We should be thrown out of the World Cup for this. https://t.co/KzNZ2JR9r9
— Mike Ticher (@mikewsc1) November 28, 2017
I felt a great disturbance in the Force, as if millions of football fans suddenly cried out in terror. https://t.co/IoZ2IBWLsU
— Lee Seng Foo🦋 (@sengfoo88) November 28, 2017
In a distant galaxy far far away...someone thought this was a great idea.
— Loyal Football Co. (@LoyalFootballCo) November 28, 2017
The Star Wars round. Sounds about right. I guess marketing some actual football has always been our phantom menace. #aleague
— Mike Tuckerman (@Mike_Tuckerman) November 28, 2017
A-League & Star Wars. Chalk & Cheese mate.
— John Sikic (@John_Sik) November 28, 2017
Others didn't see the harm in it.
Re Star Wars round. Its not hurting anything, its leveraging an iconic brand to attract kids and families and offer an interesting match day for that market. Not like we're going full NRL and recreating jerseys. Its ok. We'll survive.
— Matt F (@MMF006) November 28, 2017
Struggling to see how people think @starwars round for @ALeague is a bad idea? Kids will love it and added exposure to millions of ppl. Nothing else is working marketing wise. Both parties gain something out of this so why not.
— Jordan McIntyre (@JordyMcIntyre) November 28, 2017
Whatever you may think, we kinda like this BB-8 themed ball, on sale at the A-League website for the princely sum of $24.99.
Image: screenshot/aleague.com.au
Money talks, we guess.
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