Thanks to its extensive list of more than 250 superstars, WWE has a unique ability to offer something to everyone, whether they are interested in technical wrestling, larger-than-life characters, women’s wrestling, flying cruisers, garbage speakers or even the supernatural.
The leader in sports entertainment not only offers a variety of opportunities for the WWE Universe, but partners and sponsors can work with the company to find the activation or integration that is right.
WWE has demonstrated this versatility with previous integrations with KFC, Microsoft War equipment and Victoria Beer, and will continue to tense their muscles this weekend during WrestleMania 37, a two-day event on April 10 and 11 at Raymond James Stadium in Tampa, Florida.
“I think there’s a great opportunity for WWE that is really more akin to the way sports leagues represent sponsorship and partnership, especially if you think about today’s environment and what we all went through during the pandemic,” said WWE brand chief executive Stephanie McMcMahon. “It all made us rethink our budgets and how we spend money and how we allocate time. What WWE has a unique opportunity to offer is really not only our talent – which is the intellectual property of WWE – but also creative integration, custom-type content that we can create.
“There are just so many ways to integrate and work with us, I mean in a way that brands are really looking for a true partnership way now, not just slapping logos. This is about integration, but about engaging the audience and the brand. “
Snickers is the representing sponsor of WrestleMania for the sixth year in a row after the renewal of Mars Wrigley’s long-standing partnership with WWE announced in February. The recent campaign that led to “Immortal Showcase” includes customized video showing WWE superstars, including Big E, Xavier Woods, The Miz and King Corbin, showing how the “unusualness” can be dealt with with Snickers, as well as the return of limited editions of Hunger Bars containing phrases from the verses of Roman Reigns, Alexa Bliss, Charlotte Flair, The Miz and Sasha Banks.
New for this year – and the first in WWE history – Snickers will represent a partner of the WrestleMania Main Event match on both Saturday and Sunday nights.
“This is a huge moment for us and it really shows the strength of our partnership with WWE,” said Snickers senior director Michelle Deignan. “We have been honored to be a sponsorship sponsor for the last five years, but Snickers who is sponsoring the marquee event for the first time really allows us to connect with the WWE community on a new level, bringing better moments to the fans through such a big game. “
Other WrestleMania 37 sponsors include: P&G, Papa Johns, DraftKings, Credit One Bank, Cricket Wireless, Hulu, Mattel and Nestle Waters.
While leading this year’s event won’t have all the pomp and circumstances as previous installments due to a permanent pandemic – for example, WrestleMania Axxess, a multi-day fan convention, was not held – WWE and its partners are considering alternative ways to engage fans.
In collaboration with advertising agency Wieden + Kennedy, WWE and Old Spice have developed a character named Night Panther, named after one of Old Spice’s fragrances, to star in six pieces of custom content for the Procter & Gamble brand.
By activating in the field, WWE, Nestle Waters, Feeding Tampa Bay and WWE superstar Titus O’Neil’s Bullard Family Foundation are creating a shared garden at Sligh Middle Magnet School and various other locations across the Tampa area to address food insecurity. .
DraftKings, which was announced as the official gaming partner in March, is launching its new partnership by introducing two pools with free $ 25,000 games around WrestleMania 37 this weekend.
“On the eve of WrestleMania, we saw an opportunity to provide our customers with a new way to interact with our product,” said DraftKings CEO Ezra Kucharz. “We know our customers like to anticipate outcomes, and by working with WWE, we can take advantage of a new audience by providing these free real-money games that will enhance the viewing experience.”
With a lot of integration through creating custom content, especially in the past year during the pandemic, WWE partners will have the luxury of personally activating the WWE Universe for the first time this weekend.
WrestleMania 37 is the first WWE event since the pandemic began in March 2020, which will show live fans live. WWE expects approximately 25,000 each night, a similar figure as the 24,835 official Super Bowl LV visitors played at Raymond James Stadium on Feb. 7.
“We can’t wait. When you think of WrestleMania, usually in a non-pandemic world, it attracts people from over 60 different countries, all 50 states, all different socio-economic backgrounds, political beliefs, etc., ”McMahon said. “It’s a giant family reunion. What was taken away from us last year hurt us so much. Here we are, this weekend on Saturday and Sunday, April 10 and 11, and we are bringing our fans home. We absolutely can’t wait.
“Life seems to be getting back to normal and hopefully WrestleMania is one step closer.”