WWE has signed its first spirits sponsorship with Wheatley Vodka, putting the brand as the Official Vodka of WrestleMania 40.
According to the Sports Business Journal, the deal includes live-event brand integrations on both nights of WrestleMania, inclusion in the event’s Kickoff Show, social/digital media executions and a sweepstakes promo.
As part of the deal, Wheatley will also be the sponsor of an upcoming six-part series on WWE digital channels featuring Cody Rhodes and a Wheately-branded tour bus will be in the series.
“Our strategy now at TKO is to open up new categories and sign bigger, broader deals,” said Grant Norris-Jones, EVP and Head of Global Partnerships at TKO. “We’re out in the market looking hard for an official beer partner [for WWE].”
