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Valiant sponsors U.S. luge team, designs X-O Manowar uniforms

In what The Wall Street characterizes as a low six-figure deal, Valiant Entertainment has signed as a sponsor of USA Luge for the 2014 Winter Olympics. The comics publisher has also designed the team’s uniform to look like the armor of X-O Manowar.

“The sponsorship is going to help the team in a couple of ways,” explained Gordy Sheer, USA Luge’s director of marketing. “… They’ll look good and they’ll feel fast, but also Valiant is helping the team with financial support. We’re a small sport, and every bit of help that we get is absolutely meaningful and directly affects our ability to perform.”

In the video below, Wall Street Journal reporter John Jurgensen notes that while movie studios (including DC Comics parent company Warner Bros.) routinely promote projects through NASCAR sponsorships, this appears to be the first time a company has used a national athletic team to advertise a character.

“For Valiant the idea is to kind of become a household name,” Jurgensen said. The publisher relaunched its comics line in May, with X-O Manowar as its flagship.

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