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.
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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 WWE.com 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.
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By GlobalDataThe 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.
