The biggest WWE event of the summer occurs this Sunday as Summerslam will take place on Sunday, August 19th at the Barclays Center in Brooklyn. The Sports Business Journal reports on the sponsors that are using the event as an activation for its brand.
The event will be co-presented by KFC and Cricket Wireless. Also, eSports property Rocket League makes its first appearance at Summerslam. The property had been present on WWE broadcasts and recent PPVs.
In addition, DiGiorno pizza and video game maker 2K will be returning as sponsors for the event.
Dolph Ziggler will be in a commercial for Cricket Wireless which will premiere during the event which will air on national TV thereafter. It will also host an anti-bullying campaign. KFC will do more of an integration with the event as it will be woven into skits during Summerslam featuring the KFC Colonel.
Rocket League, which will be the presenting sponsor for the WWE’s NXT Takeover brand the night before will host a tournament featuring WWE performers on the day of Summerslam.
DiGiorno will launch a new product which will be featured across WWE social platforms.
For video game players, 2K will launch WWE2K18 on Friday in Manhattan at event featuring several WWE performers.
The article notes that the WWE has seen a 25% increase in partnership revenue this year.
Payout Perspective:
The allure of partnering with the WWE for this event is its robust social media presence and its crossover appeal. These brands recognize the demos of the WWE and are willing to work with them (and vice versa) more than just plastering logos on the broadcast. Notably, KFC’s use of WWE performers in a skit during Summerslam. The partnerships reflect the WWE’s continued efforts to increase revenues through partnerships.