Wheatley Vodka named ‘Official Vodka of WWE WrestleMania 40’

WWE has inked a new sponsorship deal ahead of WrestleMania 40.

Sports Business Journal reports that WWE “has signed what’s believed to be its first spirits sponsorship” in company history with Wheatley Vodka. As part of the deal, Wheatley will be designated the “Official Vodka of WrestleMania 40.”

Wheatley will also be sponsoring a handful of other WWE events.

“Until now, WWE generally did not do long-term ‘official sponsor’ designations, as most brands were looking for deals in specific time periods. Under TKO, that is changing,” Sports Business Journal wrote. “This new deal includes live-event brand integrations on both nights of WrestleMania XL, inclusion in the event’s Kickoff Show, social/digital media executions and a sweepstakes promo.”

WrestleMania 40 is taking place from Philadelphia on Saturday, April 6 and Sunday, April 7.

Wheatley is also going to be the presenting sponsor of an upcoming six-part series on WWE’s social media and digital channels. The series will feature Cody Rhodes interviewing other WWE wrestlers. “A [Wheatley]-branded tour bus will be in the series,” Sports Business Journal noted.

Further details about that series have not been announced.

Grant Norris-Jones, EVP/head of global partnerships for TKO, stated that WWE is looking for an official beer sponsor:

Our strategy now at TKO is to open up new categories and sign bigger, broader deals. We’re out in the market looking hard for an official beer partner [for WWE].

Sports Business Journal writes that Mike’s Hard Lemonade will be returning as a sponsor for SummerSlam this year.

TKO is the parent company of WWE and the UFC. It was formed last September when Endeavor’s acquisition of WWE became official.