TKO Announces First-Time Sponsor For WWE

WWE/TKO

TKO Group Holdings LLC. have announced a first-time sponsor for WWE ahead of the upcoming WrestleMania 40 events.

In 2023, Endeavor announced the merger of WWE and UFC into a new sports and entertainment company called, TKO Group Holdings.

Since then, this new merger have resulted in ground breaking media rights deals for WWE with Netflix and The Rock being appointed to the TKO Board of Directors.

According to the Sports Business Journal, TKO has announced WWE’s first spirits sponsorship with a deal with Sazerac Brands’ Wheatley Vodka.

Under this new deal, Wheatley will become the “Official Vodka for WrestleMania XL,” which will be held on April 6 and 7 at Lincoln Financial Field in Philadelphia.

The deal will also include a number of events for the promotion throughout the next year. The report notes the following:

“Wheatley will also be presenting sponsor of a yet-untitled, six-part content series on WWE social/digital channels featuring WrestleMania headliner Cody “The American Nightmare” Rhodes interviewing other WWE stars. A Wheately-branded tour bus will be in the series.”

WWE has had previous alcoholic beverage sponsorships with different beer brands, including Mike’s Hard Lemonade that will return as a SummerSlam sponsor.

However, this new deal with Wheatley is the company’s first spirits sponsorship.

WWE has announced Cody Rhodes will challenge Roman Reigns for the Undisputed WWE Universal Championship and Seth Rollins will defend the World Heavyweight Championship against Drew McIntyre on WrestleMania 40 Night 2.

For the full lineup for WrestleMania 40, click here.

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