The end of February, following a (fake?) social spat between the two brands, WWE unveiled Snickers and WWE 2K22 as its first ever co-presenting partners for WrestleMania.
The chocolate bar (owned by Mars Inc) and the latest instalment in the WWE videogame official wrestling computer game series (own by Take-Two Interactive) both penned a co- presenting partnership deal for the 38th iteration of WrestleMania 38 – scheduled for 2 to 3 April in AT&T Stadium (the home of the Dallas Cowboys in Arlington, Texas).
The two brands will serve as presenting partners and each brand will be showcased during WWE’s flagship television programs – Monday Night Raw on USA Network and Friday Night SmackDown on Fox – in the lead up to the event, as well as on Peacock’s WrestleMania Kickoff Show and WrestleMania.
The partnership also includes custom digital and social content on WWE.com and WWE’s YouTube channel, while both brands will also be showcased during WWE’s flagship TV programs, Monday Night Raw (USA Network) and Friday Night SmackDown (Fox) leading up to WrestleMania, as well as during the WrestleMania Kickoff Show and WrestleMania each day on Peacock.
The dual deal announcement followed on from a (possibly PR-driven, attention-grabbing) social media spat on twitter between the two brands with each staking claim to the title of sole presenting sponsor before the debate ended in a draw.
The two brands even turned to Instagram and Twitter influencers to put forward their own case.
WAIT – we have to share a ring with these guys??
*immediately gets on the phone with our manager* https://t.co/gpgPSa7jju
— SNICKERS (@SNICKERS) February 23, 2022
Wait, we have to share the spotlight with these CANDY a$$es?!
It’s okay @SNICKERS, we need someone to carry our towels and water bottle to #WrestleMania 38. https://t.co/YdcgFzbktP
— #WWE2K22 (@WWEgames) February 23, 2022
Looks like it’s @SNICKERS vs #WWE2k22 at #WrestleMania 38 @ATTStadium in Arlington, TX on @peacockTV 4/2&3! For the 1st time in #WrestleMania history, TWO brands will serve as Presenting Partners. Officially 38 days until the most stupendous two-night @WrestleMania in history! https://t.co/j7MD2h1SSq
— Stephanie McMahon (@StephMcMahon) February 23, 2022
WWE announces a partnership that makes @SNICKERS and #WWE2K22 official Presenting Partners of #WrestleMania 38, taking place Saturday, April 2 and Sunday, April 3, 2022 at @ATTStadium in Dallas. https://t.co/hJ9BxMJuf9
— WWE (@WWE) February 23, 2022
As part of the two-way agreement, Snickers and WWE 2K22 will each roll out multi-platform campaigns on the ‘Road to WrestleMania’.
“WrestleMania 38 in Dallas will be the most stupendous two-night WrestleMania in history, so it seemed fitting to bring together two of our longest-reigning brand partners,” explained WWE Head of Global Sales and Partnerships Claudine Lilien. “The 360-degree partnership with Snickers and WWE 2K22 will provide maximum reach with activations across our broadcast, digital and streaming assets as well as our world-renowned roster of WWE Superstars.”
“Mars is excited to continue to bring fun to WWE fans by returning as a Presenting Partner of WrestleMania, this year alongside our friends at 2K,” added Mars Wrigley Senior Director Michelle Deignan who pointed out that Snickers has been the presenting partner for the previous seven WrestleManias. “At Mars we know the WWE fan base is passionate and hungry for more entertainment, and we look forward to giving them a solution to those moments when they are feeling out of sorts, in a way only Snickers can deliver.”
“The WWE 2K22 team is thrilled to co-present WrestleMania alongside a fantastic – and delicious — partner in Snickers,” added 2K VP Global Marketing Strategy Alfie Brody. “We’ll all be cheering on our WWE 2K22 cover Superstar Rey Mysterio as he ‘hits different’ at the ‘showcase of the immortals.’”
Comment
What’s that?
How could two sponsors be simultaneously designated as the presenting partner?
We will have to just wait and see.
One thing is for sure, attendances will be huge. After all, AT&T Stadium also hosted WrestleMania 32 in 2016 and generated the event’s all-time attendance mark of 101,763.
Other brands involved in this year’s Wrestlemania include premium experiential hospitality business’ On Location is the hospitality package partner.
This reminds us a little of the Anglo/Australian Ashes cricket Twitter spat in 2019 between rival spreads Marmite and Vegemite.
Leave a comment
You must be logged in to post a comment.