As reported by Sports Business Journal, WWE has signed a deal with Sazerac Brands’ Wheatley Vodka.
Marking the first spirits sponsorship for the company, WWE’s deal names Wheatley the “Official Vodka of WrestleMania XL,” along with a handful of other events to be announced.
The deal also includes live-event brand integrations on both nights of the event emanating from Lincoln Financial Field in Philadelphia, inclusion in the event’s Kickoff Show, social and digital media executions, and a sweepstakes promotion.
WWE has generally shied away from long-term “official sponsor” designations but the deal with Wheatley strikes a major shift, thanks in part to a yet-untitled, six-part content series on WWE social and digital channels centered around interviews between Cody Rhodes and other WWE stars with a Wheatley-branded tour bus set to be a part of the affairs.