Deadpool & Wolverine shattered box office records late last month as both the highest-grossing debut of 2024, and the biggest opening ever for an R-rated film. Besides making headlines worldwide, its phenomenal success provided a unique opportunity for a diverse array of Marvel Studio’s partners to capitalize on the high-wattage star power of Ryan Reynolds and Hugh Jackman.

Heineken's partnership with Marvel Studios paid off in a recent social collaboration with the hotly anticipated film. The Dutch beer giant garnered over 800K in branded engagement with its Instagram post featuring both Reynolds and Jackman—the second highest ever for the brand. 

Tim Hortons, which partners with both Reynolds and Marvel Studios Canada, also made waves on social media ahead of the movie’s Canadian premier. To celebrate the film’s upcoming launch, the brand released a video across TikTok, Instagram, Facebook, and YouTube, featuring Reynolds’ Deadpool character relaxing with a Tim Horton’s coffee after wrapping up on set. Notably, Reynolds is the only actor to have a deal with the Canadian fast food chain. 

Adding to the pre-release buzz surrounding the blockbuster, HEINZ unveiled limited-edition collectibles that allow fans to accessorize their ketchup and mustard bottles to resemble Deadpool and Wolverine–a fun and wildly creative first for the iconic brand. Created in collaboration with the film, the collectibles include Deadpool’s signature mask, suit, and katanas (Deadpool’s weapon of choice). Designed especially for the HEINZ condiments, they elevate the heroes of barbecue season to the superhero status of their big-screen counterparts. American Express, Coca-Cola, Enterprise Rent-A-Car, and Hello Fresh also partner with Marvel Studios, which has eight total sponsorship deals that span various industries––demonstrating the broad appeal and marketability of their films.

Excitement for the film even infiltrated the high-octane world of Formula 1 racing. In a spectacular move, the Alpine F1 Team revealed a striking, one-off livery ahead of the Belgian Grand Prix on July 28, inspired by Deadpool & Wolverine. Instead of their usual design, Pierre Gasly and Esteban Ocon drove cars adorned in red and black, complete with yellow claw marks, in a nod to the two Marvel superheroes depicted in the movie. Ryan Reynolds was one of a group of investors behind a €200M cash injection in Alpine last year, giving the group a 24% stake in the team.