This year, WWE programming has seen an increase in sponsorships, ranging from sponsored matches to advertiser mascots appearing at ringside. Even after appearing at WWE’s biggest events of the year, fans should expect to see sponsorships more frequently.
In an interview with LightShed Live, WWE President Nick Khan said WWE wants to explore “everything that can be sold” for potential sponsorship opportunities (h/t Fightful for transcription).
“We are open for business. Ring mat, ring apron, the turnbuckles, everything that can be sold, we want to explore selling it. Obviously, it needs to be the right product, it can’t be too distracting, but if it’s the right relationship and the right company, we’re ready to go,” said Khan.
This will draw parallels with the UFC’s sponsor-laden octagon, which features numerous corporate brands on the mat for fights. WWE’s ring mat has mostly been blank, but it experimented with the Mountain Dew Pitch Black logo for a match of the same name between Bray Wyatt and LA Knight at this year’s Royal Rumble. The arena lights were switched off, and the glow-in-the-dark features added an extra aesthetic.
At WrestleMania 39, a Cinnamon Toast Crunch mascot joined the Mysterio family fight at WrestleMania, adding a unique party to this payoff match. LED lights around the ring were adjusted to match the cereal brand’s colors. Turbo Tax also sponsored a fatal four-way tag team match at the show.
WWE figures to have the most eyes on its product at premium live events, so sponsorships have frequently appeared. It was overt at WrestleMania for WWE’s top event of 2023, and it’s fair to expect them at more major shows, as well as Raw, SmackDown and NXT down the line.
Future sponsorships may not be “too distracting” as Khan said, but whether on the ring mat, ring apron, turnbuckles, announcer’s desk, barricade or stage, WWE sponsorships will increase, and they are here to stay.