WWE names ‘official auto insurance partner’
Ahead of WrestleMania 42, WWE has entered into a new partnership with insurance company The General.
It was announced today that the two sides have reached a multi-year agreement for The General to become the “official auto insurance partner of WWE.” The deal includes The General receiving center mat branding at WrestleMania 42, match sponsorships at both WrestleMania and SummerSlam, and ring mat branding on SmackDown.
WWE and The General have also launched an ad campaign that stars Rhea Ripley, NXT prospect Carlee Bright, and The General’s mascot.
“Our partnership with The General allows us to connect with the WWE Universe in new and meaningful ways, and reflects our shared commitment to deliver for fans and customers alike when it matters most,” said TKO marketing executive Sana Shuaib. “We’re excited to unlock a new category with a best-in-class brand and create new content and experiences that draw fans closer to the action.”
A “WWE Fan of the Year” contest from WWE and The General is taking place between now and May 12, with the winner receiving an all-expenses paid trip to SummerSlam.
“WWE has one of the most passionate fan communities in the world, and that kind of energy is something we’re proud to celebrate,” said The General’s Vice President of Marketing Kale Sligh. “This partnership reflects our broader brand evolution of building league-wide relationships and showing up in the moments and communities that matter most to our customers. We have always built our brand around giving people a break when they need it most, and the way the WWE Universe shows up for their favorite stars inspires how we will show up for them through unforgettable experiences, while connecting with both new and longtime customers in meaningful ways.”
In other sponsorship news, WWE has expanded its relationship with Minute Maid and is collaborating with musician Darius Rucker for new merchandise in his clothing brand with Fanatics.
Joseph Currier is the lead editor of F4WOnline.com, directing daily news coverage and writing articles on professional wrestling. He is a graduate of the University of Massachusetts, obtaining a journalism degree in 2016. Joseph joined F4W during his time at UMass and has now been writing about the industry for nearly a decade.
In addition to his work with F4W, Joseph has previously contributed to Sports Illustrated's wrestling coverage. He lives in Massachusetts and is a diehard fan of the Boston sports teams and Liverpool Football Club.