ESPN announced in one of their games today that a new preview for Marvel’s Black Panther will premiere during the next week finals. Specifically, the preview can be expected during the National Championship Game that will air on Mon, Jan 8 at 8:30 PM EST / 10:00 AM IST.

While there’s no word on what the preview will contain, it could be more akin to a TV Spot comprised mostly of brand new footage. Marvel might also use this opportunity to announce tickets going on sale following which the marketing for the movie should drum up dramatically. Generally, these kick-offs happen with the launch of the second trailer but because Marvel started promotions for Black Panther too early, we got a second trailer in October, much prior to when tickets could have gone on sale. That probably explains this decision.

Another reason for going this route could have to do with the fact that Marvel is dealing with an original movie here. The last original movie Marvel made featuring a relative unknown was 2015’s Ant-Man. While that movie was far more successful than Marvel expected, grossing over $500 million worldwide, it still didn’t make a splash as some of its other properties like Guardians of the Galaxy. No wonder Marvel is leaving no stone upturned to ensure that Black Panther reaches the widest possible audience. A football game watched by millions of members is certainly a good place to start.

Black Panther stars Chadwick Boseman as T’Challa / Black Panther, Michael Jordan as Erik Killmonger, Lupita Nyong’o as Nakia, Danai Gurira as Okoye, Leticia Wright as Shuri, Daniel Kaluuya as W’Kabi and Angela Bassett as Queen Ramonda with Andy Serkis and Martin Freeman reprising their roles as Ullysses Klaw and Everett Ross respectively. The movie is out in theaters on Feb 16, 2018.