Mtn Dew Pitch Black, a "citrus punch-flavored version of the soft drink," is "returning for a limited time this month behind a 'Mtn Dew Pitch Black Match'" as part of WWE’s Royal Rumble PPV event Jan. 28 at the Alamodome in San Antonio, according to Jon Springer of AD AGE. The match between Bray Wyatt and LA Knight will be "contested in a darkened arena with visual effects that will convey the action in the ring to viewers at the arena and millions steaming on Peacock in the U.S. and the WWE Network worldwide." WWE SVP & Head of Global Sales & Partnerships Craig Stimmel said, “There will be some really unique things that we can do with this match that will put Pitch Black right in the center of the action." Fans can "expect to see Mtn Dew Pitch Black branding incorporated into LED signage," such as "ring skirts and ring posts." The brand also will receive "in-broadcast and digital promotions." Stimmel: "We’re weaving brand storytelling and the brand narrative into the ethos of who the WWE is. It’s a really nice intersection because it gives you that authentic connection with the viewership that is sometimes hard to get elsewhere.” He added, “When [Pepsi] brought up that Pitch Black was coming back, our creative team thought, ‘Hey this might be a unique thing we could do.’ ... It was a joint effort to highlight the brand in a unique way, and it was off to the races after that" (AD AGE, 1/4).
