• Loading stock data...
Friday, March 29, 2024
2024 Best Venues nominations are open now through April 8! Submit Now

WWE’s ‘One Stop’ Marketing Approach Is Winning Big With Brands

  • WWE has quadrupled its total revenue on brand partnerships dating back to 2011, according to the company.
  • The sports entertainment brand also continues to track well across demographics that marketing partners are going after, including the all-important Gen Z and millennial generations.
WWE KFC
Photo Credit: WWE

WWE regularly markets itself as a one-stop-shop for brands looking to advertise within the sports industry.

With no organized players’ union to speak of, WWE’s distinct advantage over competing professional sports leagues is the ability to leverage its top talent seemingly at will, according to John Brody, WWE’s executive vice president of global sales and partnerships.

“Our secret sauce is the personality of our superstars that are world-class athletes and trained actors,” said Brody. “We also have a willingness to lean in and integrate partners into our matches. Do you think NHL or MLB would allow a brand to activate on-field during a game? No way.”

WWE may be looked at as a bit of a pariah when compared to other major sports leagues in the U.S. However, the company continues to track well across demographics that marketing professionals are keen on converting into loyal customers. These include minority groups and the all-important Gen Z and millennial generations. Women additionally represent 40% of WWE’s current fan base, Brody added.

All this adds up to the sports entertainment company quadrupling its total revenue on brand partnerships since 2011. WWE did not disclose any specific numbers around that statistic. However, company SEC filings show that WWE has earned $48.3 million in advertising and sponsorship fees through September 30 this year – across its media and live event businesses.

“We can deliver on talent, production, and execution because of our linear TV offerings, WWE Network, and our social channels,” said Brody. “There are some amazing sports properties out there, but no one else can deliver that exact formula.”

WWE is also known to have a lot of fun working with brands on activations, in the hopes of entertaining fans. While the company works extensively with the likes of Coca-Cola, Microsoft, and Snickers, KFC is arguably the poster child of that strategy.

The Yum Brand’s subsidiary entered a partnership with WWE back in 2016 and has gone on to feature Colonel Sanders throughout tentpole WWE pay-per-view events like SummerSlam and The Royal Rumble in-ring and throughout live telecasts. Colonel Sanders was also featured in the company’s WWE 2K18 video game.

READ MORE: WWE Draws Closer To Rolling Out A New Tiered Streaming Service

KFC’s latest activation took place during WWE’s Tables, Ladders & Chairs (TLC) pay-per-view on December 15. Four fans sat ringside behind a table watching a live tag-team championship match while eating KFC Fill Up boxes. The activation trended throughout the night on social media and has already garnered 7.5 million impressions, WWE said.

“The best judge and jury are the fans,” said Brody. “They voted with their voices by shouting KFC repeatedly during the match. Really what brought us together was a desire to create content marketing materials, but to do it with a little bit of a chuckle.”

KFC is no stranger to having fun itself with marketing deployments and internal menu offerings – think of the brand’s Cinnabon dessert biscuit and the Cheetos chicken sandwich. With the ever-popular chicken sandwich wars permeating the quick-service restaurant industry, KFC is banking on its high-profile brand ambassador to help it remain relevant to consumers.

“I’d say we are able to stick it out mostly because of our roots,” said Steve Kelly, KFC’s U.S. director of media. “Colonel Sanders is someone people recognize and speaks to what we are trying to do: sell fried chicken. He also allows us to do fun stuff like what we do with WWE naturally, without reaching or trying to be who we are not.”

WWE’s fan base lines up perfectly with KFC’s target audience, Kelly added.

“People think WWE’s core audience is more college-aged males, but we’ve gone to events and are surrounded by families,” he said. “It’s an atmosphere you don’t get to see on the surface.”

READ MORE: Inside Taco Bell’s World Series ‘Steal A Base, Steal A Taco’ Campaign

There is no real cadence to how often KFC promotes its brand to wrestling fans. Instead, WWE brings ideas to the chain on an ad-hoc basis.

“WWE has done a great job of staying close to its fan base and doing weird and fun activations,” said Kelly. “We don’t want to be a thorn on the side of fans by showing up in uneventful ways too often.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Late Rush Keeps Three MLB Teams on TV, but Revenue Issues Linger

The Diamondbacks, Padres, and Rockies continue to navigate a post-RSN landscape.

MLB Looks to Return Focus to the Field After Turbulent Offseason

The league aims to turn the page after grappling with several difficult problems this winter.

Orioles’ Rubenstein Era at Last Begins, and With Ripken Back in the Fold 

The billionaire private equity executive receives unanimous approval of his purchase of the MLB club.
podcast thumbnail mobile
Front Office Sports Today

Why the Timberwolves Sale was Called Off

0:00
0:00

Featured Today

March 22, 2024, Brooklyn, NY, USA; Northwestern Wildcats guard Brooks Barnhizer (13) and Northwestern Wildcats guard Boo Buie (0) react in overtime against the Florida Atlantic Owls in the first round of the 2024 NCAA Tournament at the Barclays Center.

‘An Expensive Game’: March Madness and NIL Collectives Are Intertwined

At schools nationwide, collectives are fueling NCAA tournament runs and vice versa.
Iowa’s Caitlin Clark (22) waits to be announced in the starting lineup against West Virginia in a NCAA Tournament round of 32 game Monday, March 25, 2024 at Carver-Hawkeye Arena in Iowa City, Iowa.
March 26, 2024

The Women’s Trading Card Market Is Overlooked. Can Caitlin Clark Change That?

Traditionally, women’s sports cards have been a marginal part of collectibles.
The Sports Illustrated cover signed by Derek Jeter and Alex Rodriguez, February 27, 2019, at Don & Charlie's, 7501 E. Camelback Road, Scottsdale. Don Charlie S
March 24, 2024

Everything You Need to Know About the Ongoing ‘Sports Illustrated’ Saga

Understanding the strange state of affairs for the nearly 70-year-old publication.
March 23, 2024

The Good, the Bad, and the Ugly: Inside the Big East’s Bizarre Online Subculture

Peeling back the curtain on the ‘phenomenally weird’ Big East online ecosystem.

Careers

Powered By

Careers in Sports

Looking for a new job? Check out these featured listings and search for openings all over the world.
Live Nation
Multiple - USA Careers
Adidas
Multiple - USA Careers
Spotify
Multiple - USA Careers

WWE Borrows From UFC, Puts On-Mat Advertising in the Ring

The wrestling outfit is learning from its MMA counterpart’s playbook under the TKO Group.
September 16, 2022

NBA Legend Scottie Pippen Latest Celebrity To Endorse LIV Golf

The former Chicago Bull is part of LIV’s celebrity marketing campaign.
Drew Brees smiling while wearing hat
December 2, 2022

Drew Brees, PointsBet Pull Off Elaborate Lightning Publicity Stunt

The video racked up over 2 million views in about 12 hours.
Sponsored

How Daily Fantasy Sports Solved NBA Fantasy

The remarkable growth of the #1 Discord sports server in the world.
al michaels and kirk hergstreit
September 15, 2022

Amazon’s Advertising Blitz Ahead Of First ‘Thursday Night Football’

‘Thursday Night Football’ has launched massive marketing takeover ahead of Chiefs-Chargers.
June 21, 2022

NBA Finals Broke Records on Social Media

The NBA closed out the season with a bang on social media, eclipsing 2 billion video plays for a 19% increase over last year.
June 21, 2022

Gallo Winery Could Be New Player For Super Bowl Spots

Anheuser-Busch is giving up Super Bowl alcohol exclusivity for first in decades. NFL sponsor E. & J. Gallo Winery might step up with own commercials in the Big Game.
June 13, 2022

NBA’s Latest Floating Court Hits London’s River Thames

Hennessy continued their global initiative with the NBA by creating a floating court in the River Thames.