Image Provided by DrumstickWrestlemania 41 is taking place this week in Las Vegas, which will be the second time the big show will be held there since 1993. Unlike the past, several brands are showing up there.
One brand in particular is Drumstick as it is not only appearing at Wrestlemania, but also partnered with WWE.
The partnership will kick off at WrestleMania, coinciding with John Cena’s appearances in advertisements. Drumstick will sponsor the main event on night two, where Cena challenges Cody Rhodes for the WWE Championship. Drumstick will also create a fan zone called the Cone Zone to enhance the WrestleMania experience leading up to the match.
The financial agreement between the parties was not disclosed.
Elmer Gonzalez, Drumstick’s Brand Manager, noted that connecting with both the WWE audience and local Vegas residents is a top priority for Drumstick during their debut at WrestleMania this year. He highlighted the excitement of engaging with WWE fans as a match sponsor.
“We’re bringing huge Snackdown energy, both during and outside the match, so that everyone knows just how much this partnership means to us, especially the unmatched WWE fans,” said Gonzalez. “There will be no shortage of high energy and excitement, and we are here to make sure Vegas feels every bit of it!”
Aside from Wrestlemania, Drumstick will also have a presence at this year’s Summerslam at Metlife Stadium.
Drumstick is not the only brand who will advertise and activating around Wrestlemania. Nissin Foods, Clash of Clans, and Minute Maid will all be there too as their campaigns and marketing mixes around this event started rolling out this week. Nissin Foods and Minute Maid did not respond to a request for comment for this story.
On April 3, Drumstick published a video to announce the partnership featuring John Cena on its TikTok account as well as its Instagram account. The video has attracted over 19 million views, making it the brand’s most-watched video of the month. Drumstick’s approach to content creation on Tiktok is to bring a unique perspective to pop culture, niche trends, and original storylines, ensuring that their audience knows they can always rely on them for sundae cones, good vibes, enjoyment, and unexpected surprises.
“TikTok has been a great platform for us to connect with our community. Our social team is constantly keeping a pulse on the latest trends to never miss a beat, and we never shy away from posting content that’s unexpected,” said Gonzalez.
Drumstick’s Instagram performance has surged so far this year with engagement up 46%, likes increasing by 409%, and comments by 461% according to the social media analytical platform Metricool.. This shows that its creative content resonates well with the audience.
Since being acquired by Endeavor, WWE has been diligently pursuing a range of sponsorship opportunities and alternative avenues for advertising revenue, as outlined by WWE president Nick Khan. This strategic initiative started in 2023, with WWE transforming its ring, barricades, and press conferences into dynamic platforms for product placements, All of which was done with World Championship Wrestling during its peak in the 1990s.
All of WWE’s premium live events (PLEs) serve as vibrant stages for brands to promote their messages, facilitate sponsorship deals, and even make surprising appearances throughout these electrifying gatherings.
This approach extends to its weekly television shows, Raw and Smackdown, where the integration of advertising has taken an exciting turn following WWE’s $5 billion deal with Netflix. Brands can now find themselves woven into the fabric of these exhilarating events, capturing the attention of fans in unexpected and engaging ways.
