Cody Rhodes, John Cena, Christina Ricci, Gordon Ramsay: Supercell goes all in on celebrity marketing

Supercell has kicked off the new ClashaMania season in Clash of Clans as it ramps up its celebrity and IP partnerships across its portfolio.

The new update brings in WWE stars and changes the classic Clans village into a packed-out-arena. New legendary skins have also been introduced into Clash of Clans, including King Cody, Brutality Queen, Prince Mysterio, Darkness Warden, and The RoyalEST.

Marketing for the event has seen trailers with WWE superstars such as Cody Rhodes and Rhea Ripley.

Portfolio partnerships

ClashaMania is the latest example of Supercell’s celebrity marketing strategy across its portfolio. Last year Clash of Clans saw Manchester City and Norwegian football star Erling Haaland join the title as the Barbarian King.

The company recently partnered with Michael Bolton for a Clash Royale trailer around Valentine’s Day based around the classic single ‘How Am I Supposed to Live Without You’.

Hay Day also had a celebrity partnership of its own, with a trailer starring chef Gordon Ramsay claiming to have found inner peace.

Elsewhere, Supercell recruited an all-star cast for the launch of Squad Busters, with a video starring Chris Hemsworth, Christina Ricci, Ken Jeong, Will Arnett, and Auliʻi Cravalho.

Last year, Brawl Stars tapped another famous wrestler and actor, John Cena, as part of its SpongeBob IP partnership.

Transmedia push

Supercell recently revealed its intentions to expand its IP out from games and into TV and film.

The company is hiring for a senior film and TV development executive in LA, California to drive development of its transmedia ambitions.

As a key part of the position, the job listing mentions monitoring developments in animation, live-action, streaming and traditional theatrical distribution to inform its strategy.

Supercell's push into film and TV comes as the company has shaken up its operations in recent years. The shift helped the developer propel its revenue to $3 billion in 2024, spearheaded by the revival of Brawl Stars.