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Volume 10 No. 22
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WWE Sees Spike In Sponsorship Revenue As Global Brand Continues To Grow

WWE’s global sponsorship revenue has "quadrupled" since '10, and last year increased 29% over '16, according to A.J. Katz of ADWEEK. WWE Chief Brand Officer Stephanie McMahon said, "We wanted to attract blue-chip advertisers, and we have accomplished that feat by adding 70 new advertisers over the past three years alone." Mattel recently "created a fashion doll line" of female WWE athletes in response to the growing female audience, which represents 40% of its viewers. WWE athletes also have "appeared in Snickers’ popular 'You’re Not You When You’re Hungry' campaign," and KFC has used WWE talent to "play Colonel Sanders, which was part of a larger campaign that included celebrities taking turns as the colonel." Dolph Ziggler and John Cena also have "starred in Cricket Wireless commercials" (ADWEEK, 1/16).