WWE is rolling into Sunday's SummerSlam PPV with a roster of mostly new sponsors that has boosted the event's sponsorship revenue by 20% over last year. SummerSlam is a key sales measure for the WWE as the company's second-largest event behind only WrestleMania. Cricket Wireless and 2K are returning sponsors and are joined by new event partners Wargaming ("World of Tanks"), Unilever (Good Humor), Hyundai, Applebee's, Hefty, Nestle, Welch’s and Nissin (Cup Noodles). WWE has continued to produce fresh content throughout the pandemic, albeit without fans and in closed locations. That effort has resonated with sponsors, said WWE Exec VP and Global Head of Sales & Partnerships John Brody. "What we've found was we have the ability to adapt," Brody said. "We remain nimble and I think we take a lot of pride in that. We've gone to the market and reminded them that we're still in business." The sponsors will lean on WWE talent and custom content. Cricket Wireless, for example, will activate with a national ad featuring Charlotte Flair. Unilever's Good Humor brand will highlight its ice cream sandwiches branded with WWE talent. Japanese food company Nissin will use its Cup Noodles brand to sponsor the Raw women's title match between Sasha Banks and Asuka, who is from Japan.
BEYOND THUNDERDOME: Partners also will take advantage of WWE's latest spectacle, billed as the ThunderDome. The elaborate set debuts Friday night with "SmackDown" on Fox as the WWE begins its residency at Orlando's Amway Center. It will incorporate multiple technologies to elevate the viewing experience and will include giant LED boards that will show the faces of fans. Brody said, "Every partner is living in the world we live in now and understands that the ability to reach and touch people is still there, it's just different." SummerSlam is Sunday at 7:00pm ET and is available on WWE Network and via PPV.
