Casey’s General Stores has signed on to be a part of TKO Group Holding’s weekend in Kansas City from April 24-28. It is the first time that the company will be hosting a “TKO Takeover” with all 3 of its sports properties holding events in the city during the last weekend in April.
The “Takeover” starts on Thursday, April 24th with a PBR event, then a UFC Fight Night on Saturday, April 26th and culminates with WWE Raw on Monday, April 28.
VeChain will be the presenting partner of TKO Takeover held at the T-Mobile Center. But, Casey’s has mid-west roots which will play well as a recognized brand.
According to the Sports Business Journal, the introduction of Casey’s to TKO occurred through Monster Energy which shared vertical bumpers in the Octagon with Casey’s at certain UFC events. Also, Casey’s conducted a brand activation with Monster around the UFC that involved purchase of a Monster Energy can using Casey’s Rewards app to enter to win a $100 gift card which could be used to buy access to a UFC PPV.
Payout Perspective:
TKO has been aggressive in retaining and obtaining new sponsors. Monster Energy, one of the UFC’s biggest sponsors gets an assist in getting Casey’s to sign on with TKO. At this point all of its sports properties (or at least UFC and WWE) are hot and attracting a lot attention. Tied to Monster, Casey’s is looking for exposure and getting involved with a brand that has the young demo keyed in.
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