“They voted with their voices by shouting KFC repeatedly during the match. “The best judge and jury are the fans,” said Brody. The activation trended throughout the night on social media and has already garnered 7.5 million impressions, WWE said. Four fans sat ringside behind a table watching a live tag-team championship match while eating KFC Fill Up boxes. KFC’s latest activation took place during WWE’s Tables, Ladders & Chairs (TLC) pay-per-view on December 15. READ MORE: WWE Draws Closer To Rolling Out A New Tiered Streaming Service Colonel Sanders was also featured in the company’s WWE 2K18 video game. The Yum Brand’s subsidiary entered a partnership with WWE back in 2016 and has gone on to feature Colonel Sanders throughout tentpole WWE pay-per-view events like SummerSlam and The Royal Rumble in-ring and throughout live telecasts. While the company works extensively with the likes of Coca-Cola, Microsoft, and Snickers, KFC is arguably the poster child of that strategy.
WWE is also known to have a lot of fun working with brands on activations, in the hopes of entertaining fans. “There are some amazing sports properties out there, but no one else can deliver that exact formula.”
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“We can deliver on talent, production, and execution because of our linear TV offerings, WWE Network, and our social channels,” said Brody. However, company SEC filings show that WWE has earned $48.3 million in advertising and sponsorship fees through September 30 this year – across its media and live event businesses. WWE did not disclose any specific numbers around that statistic. Women additionally represent 40% of WWE’s current fan base, Brody added.Īll this adds up to the sports entertainment company quadrupling its total revenue on brand partnerships since 2011. These include minority groups and the all-important Gen Z and millennial generations. However, the company continues to track well across demographics that marketing professionals are keen on converting into loyal customers. WWE may be looked at as a bit of a pariah when compared to other major sports leagues in the U.S. Do you think NHL or MLB would allow a brand to activate on-field during a game? No way.” “We also have a willingness to lean in and integrate partners into our matches. “Our secret sauce is the personality of our superstars that are world-class athletes and trained actors,” said Brody.
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With no organized players’ union to speak of, WWE’s distinct advantage over competing professional sports leagues is the ability to leverage its top talent seemingly at will, according to John Brody, WWE’s executive vice president of global sales and partnerships. WWE regularly markets itself as a one-stop-shop for brands looking to advertise within the sports industry.
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