We deliver! Get curated industry news straight to your inbox. Subscribe to Adweek newsletters.
When wrestlers have beef, Slim Jim will be right in the middle of it.
Today, WWE, part of TKO Group Holdings, and Slim Jim announced an extension of their 2023 multi-layered partnership, with Slim Jim becoming the center ring sponsor during every edition of WWE’s weekly flagship program, Monday Night RAW, which streams globally on Netflix.
“Over the past two years, WWE and Slim Jim have renewed one of the most memorable collaborations in sports entertainment history and we will expand on that momentum as the partnership continues in the coming years,” said Grant Norris-Jones, evp and head of global partnerships, TKO.
WWE and Slim Jim have a three-decade history with each other, with “Macho Man” Randy Savage commercials originally debuting the “Snap Into a Slim Jim” tagline. Now, beyond the center ring, WWE is implementing a new integration to expand on that tagline, placing Slim Jim branding on all folding tables used across programming, including RAW, SmackDown, NXT, and WWE Premium Live Events.
With the table integration, WWE Superstars will “Snap into a Slim Jim Table” during matches.
“We are thrilled to extend our successful partnership with WWE, which has brought immense excitement and engagement to our fans,” said Ashley Spade, vp and gm of snacks at Conagra Brands. “Extending our partnership during Monday Night RAW will give us even more opportunities to create unique and memorable experiences that tap into the rich history and energy of both Slim Jim and WWE.”
The partnership will also continue to include custom commercial spots with WWE Superstars, social media campaigns, and WWE Superstar appearances at select Slim Jim events.
In previous executions of their current partnership, ahead of SummerSlam 2023, Slim Jim became WWE’s Official Meat Snack and launched a custom commercial and product campaign featuring WWE Superstars Bianca Belair and LA Knight.
The partnership extension continues Netflix and WWE’s new creative integrations with WWE IP. Netflix has already partnered with the likes of Snickers, Cricket Wireless, Wingstop, and MinuteMaid since it has become the new exclusive home of RAW.
The streamer also teamed up with TurboTax for its first global custom campaign created for a brand partner.
