The World Wrestling Entertainment (WWE) promotion has extended its long-running partnership with Mars, the confectionary brand, and its Snickers subsidiary, as well as video game developer Take-Two Interactive and the WWE 2K24 title.

Under the agreement, Snickers and WWE 2K24 will continue as the presenting partners of WWE’s flagship WrestleMania event, with this year’s edition taking place on April 6 and 7 at Lincoln Financial Field in Philadelphia.

The deal marks the third year in a row that the two brands have combined to serve as presenting partners for the event, and Snickers’ ninth in a row.

In the run-in to Wrestlemania, Snickers and WWE 2K24 will conduct a multi-platform campaign, in addition to the brands being showcased during WWE’s flagship TV programs Monday Night Raw on USA Network and Friday Night SmackDown on Fox leading up to WrestleMania, as well as during the WrestleMania Kickoff Show and coverage of the event on Peacock.

The partnership also covers custom digital and social content on and WWE’s YouTube channel.

Last month, WWE expanded its partnership with digital sports platform and e-commerce giant Fanatics with an interactive fan experience based around WrestleMania.

How well do you really know your competitors?

Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.

Company Profile – free sample

Thank you!

Your download email will arrive shortly

Not ready to buy yet? Download a free sample

We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form

By GlobalData
Visit our Privacy Policy for more information about our services, how we may use, process and share your personal data, including information of your rights in respect of your personal data and how you can unsubscribe from future marketing communications. Our services are intended for corporate subscribers and you warrant that the email address submitted is your corporate email address.

The WWE World at WrestleMania event comes via a collaboration between WWE and Fanatic’s new Fanatics Events division, which will see a variety of immersive experiences for fans over five days between April 4 to 8 at the Pennsylvania Convention Center in Philadelphia.

The event builds on Fanatics’ long-term partnership with WWE struck in March 2022, which sees the two parties work together to find new opportunities in e-commerce, merchandise, trading cards, and non-fungible tokens (NFTs).

The partnership expansion comes after Endeavor, the international entertainment and sports giant, completed its deal with WWE to merge the organization with mixed-martial arts promotion UFC under the new publicly listed company TKO Group.

Since then, TKO has combined the commercial teams of the two organizations to provide “brands with access to one of the most formidable sports marketing portfolios in the world.”

Combined, TKO boasts more than one billion fans worldwide, reaching viewers in 180 countries, and producing more than 350 annual live events.

This week, TKO Group, posted record revenue for 2023, bringing in $1.7 billion.