WWE expands its sponsorship partnership with Mars with new Snickers Fix the World campaign

WWE has expanded its long-standing partnership with Mars Inc in a new deal that will see its Snickers brand serve as the exclusive presenting partner for the upcoming WrestleMania event.

The 2020 partnership will mark the brand’s fifth consecutive year as the presenting sponsor of WrestleMania through which three pieces of custom creative will see WWE Superstars promote the new Snickers Fix the World campaign, each seeing their day to day annoyances solved through the power of Snickers.

WrestleMania will take place on Sunday, April 5 at Raymond James Stadium in Tampa, Florida. It will live stream around the world at 7pm on WWE Network, WWE’s award-winning streaming service.

The custom campaign spots will air in WWE’s flagship TV programmes beginning March 23rd on Monday Night Raw on USA Network and March 27th during Friday Night SmackDown on FOX. The third spot will air during WrestleMania on WWE Network.

“Our partnership has historically shown the power of Snickers to satisfy when WWE Superstars are hungry, and now we’re taking it to the next level by fixing things in their daily lives that are out of sorts,” said Josh Olken, brand director, Snickers. “We’re excited to be back for the fifth year as the presenting sponsor of WrestleMania as we find new and relevant ways to provide satisfaction to the WWE’s passionate fan base.”

John Brody, WWE Executive Vice President, global head of sales and partnerships, added: “We are proud to partner with Mars Wrigley for the fifth consecutive year and incorporate WWE Superstars’ larger-than-life personalities into the next evolution of the popular Snickers campaign.

“Our long-term partnership illustrates WWE’s unique ability to connect with fans across our global platforms and deliver valuable exposure for blue-chip brands.”

The partnership includes Snickers brand presence at WrestleMania Axxess, WWE’s five-day, interactive fan festival at the Tampa Convention Center, plus custom digital and social content sponsorships on WWE.com and WWE’s YouTube channel, which is the most-viewed sports channel and fifth most-viewed channel in the world.

Snickers will also serve as a promotional partner of WWE’s Extreme Rules pay-per-view event in July 2020, and for the third consecutive year will be supported by a nationwide retail program available at all Dollar General stores to support the sale of co-branded WWE Snickers bars.

WWE’s expanded partnership with Mars will also highlight Skittles as the presenting partner of WWE’s Hell in a Cell pay-per-view event in October 2020. Skittles will be prominently featured as part of cross-platform media assets promoting “Hell in a Cell” and will collaborate with WWE on production of a co-branded custom integration that will air in the telecast.

Additional partnership activations will be unveiled in the coming months.

About Robert Hutchins

Robert Hutchins is the editor of Licensing.biz and ToyNews. Hutchins has worked his way up from Staff Writer to the position of Editor across the two titles, having spent some six years with both ToyNews and Licensing.biz, and what now seems like a lifetime surrounded by toys. You can contact him by emailing robert.hutchins@bizmedia.co.uk or calling him on 0203 143 8780 You can even follow him on Twitter @RobHutchins3 if ranting is your thing...

Check Also

OPINION – Asgard Media’s Kelvyn Gardner on the importance of looking outside of the industry

Next week the ‘virtual doors’ of the Festival of Licensing will open to the licensing …