New WWE Multi-Year Partnership Announced

WWE

A new multi-year partnership between WWE and prominent alcoholic drinks brand has been announced.

With partnerships already inked with the likes of Wheatley Vodka and Hulk Hogan’s Real American Beer, WWE has now entered into a new multi-year agreement with Seagrams.

As announced today, the new partnership will see Seagrams launch three new canned drinks featuring WWE’s branding – marking the company’s first-ever ready-to-drink alcohol products.

Per Sports Business Journal:

WWE is partnering with Montreal-based Seagram’s to launch three canned drinks, marking WWE’s first licensed ready-to-drink alcohol products. As part of the multi-year partnership creating the Seagram’s Escapes Spiked WWE Series, Seagram’s will receive sponsorship on prominent LED signage such as the ring skirt and ring posts, and in-show sponsored graphics during one match at Money In The Bank. Sponsorship integrations are also expected at other shows such as SummerSlam and Survivor Series. The partnership includes the launch of a custom digital content series featuring WWE talent and in-market appearances by talent at Seagram’s-sponsored events.

Financial terms of the deal were not disclosed, but no outside agency was involved. TKO EVP/Global Partnerships Grant Norris-Jones and WWE VP/U.S. Business Development & Global Partnerships Jesse Tomares worked on the deal. Other spirit companies that have recently signed deals with WWE include Angry Orchard Hard Cider, Mike’s Harder Beverage Co., Real American Beer and Wheatley Vodka.

The Seagram’s WWE branding for the canned products was created by design studio Sister Mary in partnership with Rochester, N.Y.-based brewing company FIFCO USA. The studio took inspiration from WWE championship belts, with each flavor reimagined as a different “title belt,” wrapping the can in a jewel-encrusted design. WWE isn’t the only giant to enter the ready-to-drink space. The Dodgers and Surfside, UFC and Atomic Brands and many others have all signed their own deals in the booming category.

We will continue to provide updates on any future WWE partnerships as they get announced.

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• Seagrams
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