The World Wrestling Entertainment (WWE) promotion has announced a new multi-year partnership with The General Insurance, a US-based automotive insurance provider.
Under the agreement, the company has been named as the first-ever official auto insurance partner of WWE.
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As an official partner of WWE, The General will have a prominent presence across high-profile events and platforms, activating with a brand campaign featuring WWE star Rhea Ripley, enhanced match sponsorships at WrestleMania 42 and SummerSlam, center ring mat branding during both nights of WrestleMania 42, ring mat branding during episodes of Friday Night SmackDown, and custom social and digital content.
Additionally, WWE and The General will collaborate on several fan engagement initiatives.
Sana Shuaib, senior vice president of partnership marketing and digital at TKO Global Partnerships, said: “Our partnership with The General allows us to connect with the WWE Universe in new and meaningful ways.
“We’re excited to unlock a new category with a best-in-class brand and create new content and experiences that draw fans closer to the action.”
In other commercial developments, WWE has also extended its partnership with Minute Maid, the Coca-Cola-owned brand.
The renewal will see the brand continue as the official juice partner of WWE under a multi-year deal.
The two parties have agreed on a longer extension after striking an initial one-year agreement in 2025.
The new deal will focus on expanded integrations, new consumer experiences, and a co-branded marketing campaign.
In addition, further activations will include limited-time WWE superstar branding on select Minute Maid products and enhanced match sponsorships at WWE Premium Live Events, such as WrestleMania, Backlash, SummerSlam, and Money in the Bank.
Minute Maid will receive arena branding, broadcast integrations, and a presence on WWE social platforms.
WWE stars Cody Rhodes, Jey Uso, and Bianca Belair will continue to work with Minute Maid as part of its ‘Bring the Juice’ advertising campaign as brand ambassadors and will be joined by Rhea Ripley and Dominik Mysterio.
