WrestleMania has always been a major event for WWE, but this year’s iteration promises to be bigger and better than ever before, with the company reaching a record-setting $20 million in sponsorship revenue. This is due in large part to the broadening presence of WWE throughout various platforms from social media to TikTok live streaming channels. Although the event is being held at the SoFi Stadium outside of Los Angeles, fans from around the world will be tuning in to watch.
The Appeal of WWE for Sponsors
Marketing experts have observed that WWE’s fan base ranges from minors to seniors, has a wide range of incomes, and is fervently devoted to sports entertainment. This makes it an ideal venue for brands looking to connect with a unique and diverse group of fans who are much more accepting of sponsors than traditional sports fans.
WWE recognizes the value of their fan base as well and has made various efforts to broaden their appeal beyond just traditional wrestling audiences. In recent years, they’ve tapped into the world of social media, with over 16 billion video views across nearly 94 million subscribers on YouTube and over 20 million followers on TikTok.
The company’s female wrestlers have also been making waves on social media, with five out of the top fifteen most followed female athletes on Facebook, Twitter and Instagram being members of WWE’s roster.
Corporate Branding Deals at WrestleMania 39
With such a dedicated fan base, it’s no surprise that brands are keen to take advantage of WWE’s push into social media as they pursue a multifaceted online effort to reach viewers. The $20 million sponsorship revenue for WrestleMania 39 is evidence that marketing experts are correct in seeing WWE as a prime venue for brands.
For this year’s event, WWE plans to use corporate brands in a multitude of ways, including a match sponsorship, a “blurring of the fourth wall” between what home viewers see vs. what live audience members observe, and an augmented reality experience. The company has even incorporated a single company’s branding, Mountain Dew, on the ring canvas for the first time at a premium live event.
This is all part of WWE’s larger goal of creating an entire entertainment ecosystem which brands can tap into and use to push their marketing messages.
Craig Stimmel, WWE Senior Vice President, promises partners that they will integrate their products seamlessly into the show to secure these sponsorship deals. Fans can expect to see “Cinnamon Toast Crunch Cinnamojis” among other corporate brand integrations.
Future of WWE
Despite the recent return of Vince McMahon, the founder and majority shareholder of WWE, who has created rumors that the sports entertainment company could be up for sale, the future looks bright for the brand. It’s clear that WWE is increasingly leaning into its marketing potential and finding new ways to resonate with fans and sponsors alike.
With over 7.5 billion digital and social media views in January and February this year alone, up 15% from the same time frame a year ago, it seems that there’s no stopping WWE’s momentum. As they continue to broaden their appeal across multiple channels in entertainment while generating revenue through partnerships with major brands, it’s clear that WrestleMania 39 is just the beginning for WWE’s bright future.
Image Source: Wikimedia Commons
