US wrestling organisation WWE has extended its sponsorship deal with Mars-owned chocolate bar brand Snickers.
The deal will see Snickers retain its position as the exclusive presenting partner of WWE’s showpiece WrestleMania event, which this year takes place on April 8 at the Mercedes-Benz Superdome in New Orleans.
WWE will produce custom content for Snickers featuring wrestling stars and the brand’s ‘You’re Not You When You’re Hungry’ campaign. Content will appear across WWE’s global digital and social channels, which include video-sharing website YouTube, WWE Network, and flagship shows such as Monday Night Raw and SmackDown Live.
Snickers will also be promoted at WrestleMania Axxess, a four-day interactive fan festival held in the lead-up to WrestleMania. Further advertising will be provided through retail promotions and custom digital and social content, including a branded WWE.com and YouTube series. In addition, Snickers will host a sponsored Instagram story on the day of WrestleMania.
Snickers will also be the presenting sponsor of the WrestleMania block party at Champions Square outside the Mercedes-Benz Superdome. The brand is also currently conducting a retail sweepstakes across US military bases, with 25 winners to be given free access to stream WrestleMania on WWE Network.
“As one of the biggest sports and entertainment events in the world, WrestleMania will again provide Snickers a global platform to deliver their award-winning ‘You’re Not You When You’re Hungry’ campaign,” John Brody, WWE executive vice-president of global sales and head of international, said. “Our continued WrestleMania partnership with Snickers is a result of innovative and entertaining collaborations that engaged our passionate fans worldwide.”