Kmart Pins Official WWE Sponsorship/Advertising Pact3/01/2011 11:44 PM Eastern
After working together on select events and promotions the last two years, WWE and Kmart will tag team on the grappling group's largest ever sponsorship/advertising pact in 2011.
The retailer will serve as the exclusive presenting sponsor of all WWE live events in the U.S. this year.
The partnership, described by WWE officials as the outfit's largest ever, encompasses promotional rights to WrestleMania in the Georgia Dome in Atlanta on April 3, as well as exposure at all of the circuit's pay-per-view events and the more than 250 WWE live shows held around the nation. Financial deal terms were not disclosed.
As the exclusive presenting sponsor of WWE's "Live Tour," Kmart will be incorporated into all promotional elements of the live events, notably marketing materials, tickets and digital platforms. The partnership will also include in-program exposure, as well as commercials during WWE's flagship Monday Night Raw on USA Network and Friday Night SmackDown on Syfy.
WWE will support the partnership by creating a microsite on WWE.com that will host several sweepstakes and exclusive offers; featuring ads in WWE Magazine and WWE event programs; and providing in-store appearances by WWE Superstars and Divas.
The pact builds on the promotional elements the parties deployed in 2009 and 2010. After collaborating on a marketing program around Wrestelmania XXV in 2009, last year as part of WWE's "Royal Riches" push, all Kmart featured product boutiques, sporting group licensed merchandise, including men's and boys' apparel, footwear, bedding, DVDs, and video games. Kmart also debuted Mattel's new line of WWE action figures and accessories. "Kmart is excited to expand its relationship with WWE," said Kmart CMO Mark Snyder in announcing the 2011 agreement. "This partnership will allow our customers to engage with an exciting entertainment brand and enjoy exclusive offers and promotions throughout the year."
Noted WWE executive vice president of marketing and sales Michelle Wilson: "The partnership between WWE and Kmart is the perfect fit.The exposure Kmart will have across all of our platforms including live events, TV, pay-per-views, digital assets and talent appearances is certain to drive measurable business results."