This year's WrestleMania is just days away, with the WWE's marketing campaign for its biggest premium live event of the year having been in full swing for months. In February, just before the Super Bowl, WWE made a strategic move to draw attention to WrestleMania XL, a two-day event in Philadelphia. The company held a press conference at the T-Mobile Arena in Las Vegas, close to the Super Bowl venue, to promote the event. The press conference featured top stars like Cody Rhodes and Dwayne “The Rock” Johnson, who recently joined WWE's parent company, TKO Group, as a board member. The event was live-streamed on Peacock, attracting thousands of attendees and millions of viewers online.
Despite the absence of wrestling at the press conference, a memorable moment occurred when The Rock slapped Cody Rhodes, generating significant buzz. The video of this incident garnered millions of views on WWE's social media platforms, making it one of the most-viewed non-wrestling events in WWE history. The promotional efforts for WrestleMania XL continued with the release of a video on the day of the Super Bowl, which has since accumulated millions of views on social media.
Experts like Jason Cielsak, from brand experience firm Siegel+Gale, praised WWE's marketing strategy for WrestleMania, highlighting the emphasis on storytelling and drama that engages fans. The involvement of The Rock, a WWE icon and Hollywood star, adds to the event's appeal and elevates WWE's entertainment status.
WWE also leveraged its partnerships with social media influencers like Logan Paul and Pat McAfee to promote WrestleMania XL. Both influencers shared content related to the event, reaching millions of followers and subscribers. The promotional efforts not only benefit WWE but also contribute to the economic growth of the host cities. Last year's WrestleMania in Los Angeles generated over $200 million in economic impact, setting a new record for the event.
Overall, WrestleMania has been a significant revenue driver for WWE, with cumulative economic impacts exceeding $1.2 billion since 2016. The positive momentum surrounding WrestleMania has also reflected in the stock performance of TKO Group Holdings, Inc., which has seen a nearly 7% increase in share value this year.
