WWE WrestleMania 39 to feature ‘blurring of fourth wall’ as part of sponsorship
Ahead of WWE WrestleMania 39 this weekend, company leadership has been publicly discussing how strong their sponsorship is going into this weekend, touting both a record in revenue and some new innovations.
In an interview with the Associated Press, WWE senior vice president & head of global sales Craig Stimmel said the company has generated more than $20 million in sponsorship revenue — a WWE record for any event.
There are 12 total sponsors for this year’s show, half of which are new. Returning sponsors include Snickers and WWE 2K23.
One of the rookies is Cinnamon Toast Crunch whose Cinnamojis mascots “will perform live at WrestleMania 39 alongside WWE Superstars.”
He said branding will be a part of their annual mega-event in a variety of ways which includes “a match sponsorship, a “blurring of the fourth wall” between what home viewers see vs. what live audience members observe and an augmented reality experience.”
There were no other details given for any of those items, especially what the “blurring of the fourth wall” will mean.
WWE has been leaning more heavily into product placement for big events like the first-ever Mountain Dew Pitch Black match at this year’s Royal Rumble. In past years, they edged into it with stunts like “zombies” attacking The Miz at 2021’s WWE Backlash to promote a Netflix movie.
Since 2011, Josh has been a contributing editor to Wrestling Observer/F4WOnline.com and also hosts the Punch-Out podcast. He has also written for Fight Magazine, Bloody Elbow, Bleacher Report, and other websites. He's a 2000 graduate of the University of Maine, worked in pro sports, and once was an indie ring announcer.