Corporate synergy has been a staple of professional wrestling for years, but cross-promotional collaborations have boomed especially in the 2020s. Both WWE and AEW have incorporated elements of their broadcast partners and sponsorships into their product, with the former using Netflix movie iconography Army of the dead and Red notice in recent premium live events and the latest branding episodes from AEW dynamite around HBOs Game of Thrones and House of the Dragon. The most recent cross-promotion between wrestling company and sponsor took place in January WWE Royal Rumblein which LA Knight and Bray Wyatt fought in the first-ever Mountain Dew Pitch Black match.
While the Pitch Black match itself drew mixed reviews from critics, these sponsor-inspired match types will remain. WWE Senior Vice President and Head of Global Sales and Partnerships Craig Stimmel revealed that WWE Wrestle Mania 39 will feature another gimmick fight centered around a sponsor.
“I don’t want to give too much away, but it will be about a game, and the sponsorship of that game, and what they can bring to that game,” said Stimmel. The Hollywood Reporter. “So we’re going to do things that fit into our storyline as well.”
Stimmel added that the WWE Wrestle Mania 39 press conference after the show will also be sponsored.
“We’re also going to have a post-match press conference that will be sponsored this year. You saw that at Mountain Dew and Royal Rumble. We’re going to have that again at WrestleMania,” Stimmel continued. “It’s on YouTube and on TikTok and on Facebook, so we get a lot of opportunities to tell a brand story across different spectrums with different voices. I think when we approach brands, we want to make sure that that holistic view becomes in place. We’re looking for that audience overlap.”
WWE Wrestle Mania 39 falls on Saturday, April 1 and Sunday, April 2.