Welcome to another edition of The Wrestling Post. This time we take a look at how the WWE’s decision to switch to PG content in 2008 has paid off as its sponsorship revenue has tripled.
The Sports Business Journal (subscription required) reports that the WWE’s sponsorship revenue has risen since making its content PG and less adult-oriented. Since leaving the “Attitude Era” in 2008, it has been able to forge relationships with more family-friendly sponsors.
WWE indicated that sponsorship revenue was $7.4 million in 2008 and revenue currently is more than $20 million per year. In the past 12 months, it has secured sponsorships with the likes of Capri Sun (Kraft Foods), Doritos (Frito-Lay), Fruity Pebbles (Post Foods), Hot Pockets (Nestle) and more.
The WWE stated in the article that it wanted to “get back to the multigenerational aspect of the [WWE] brand.” As a result, it has attracted multiple blue-chip partners.
Payout Take:
The article is an interesting look at how the company’s decision to move away from “shock television content” and adult-oriented themes to more family oriented programming has paid off. The move has made it easier for the WWE to approach sponsors and for sponsors to approach the WWE. Here, focusing on the “multigenerational aspect,” (e.g., fathers and sons watching RAW or going to an event) is showing its value. With sponsorship revenue tripling in just 5 years, it’s obvious the WWE is a sought after partner due to its key demos and the fact that its content is now family friendly.
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