WWE has announced a new multi-year partnership with prominent alcoholic beverage brands. Among these, WWE recently signed an annual agreement with Seagram, joining existing collaborations with Wheatley Vodka and Hulk Hogan’s Real American Beer.
As part of this deal, Seagram will introduce three new canned drinks branded with WWE logos. This marks WWE’s first licensed ready-to-drink alcohol products and includes a multi-year partnership that features well-known WWE LED signage like The Ring Skirt and Ring Posts, plus sponsored graphics during matches such as Money in the Bank. Other major WWE events like SummerSlam and Survivor Series will also feature related sponsorships. Additionally, a custom digital content series featuring WWE talent will be launched alongside market appearances at Seagram-sponsored events.
Financial details of the agreement were not disclosed, with the deal being handled internally by TKO EVP/Global Partnerships Grant Norris-Jones and WWE VP/US Business Development & Global Partnerships Jesse Tomares. Recent spirit companies joining WWE include Angry Orchard Hard Cider, Mike’s Harder Beverage Co., Real American Beer, and Wheatley Vodka.
The design for Seagram’s WWE-branded canned drinks was created by Sister Mary, a design studio working with New York-based Brewing Company FIFCO USA. Their inspiration came from the WWE Championship Belt, reimagined as a jeweled "title belt" wrapping the cans in unique flavors. WWE isn’t alone in entering the ready-to-drink alcohol market—other major brands like the Dodgers, UFC, and Atomic have also launched similar partnerships in this growing sector.
We will keep providing updates on WWE’s upcoming partnerships.
Fan Take: This partnership is significant for WWE fans because it expands the WWE brand into a fresh and exciting market, creating new ways to engage with the sport beyond the ring. It also signals WWE’s growing influence in lifestyle marketing, potentially attracting more mainstream attention and opportunities for WWE talent.
