March 2, 2011: Don't be surprised if you see Triple H, Randy Orton, John Cena and Dwayne "The Rock " Johnson the next time you enter you local Kmart. The home of the Blue Light Special and the stomping ground of Monday Night Raw, Friday Night Smackdown and Wrestlemania are joining forces at retail and in the ring.
Kmart said it has signed a deal to become the exclusive presenting sponsor of all of WWE’s U.S. live events throughout 2011. Financial terms of the alliance were not disclosed.
The partnership encompasses promotional rights to the WWE’s Super Bowl event, WrestleMania XXVII, which this year is scheduled for April 3 at the Georgia Dome in Atlanta. The event is expected to draw 70,000 people in person and will also be show via pay-per-view in more than 80 countries.
Kmart also will get exposure at all other WWE pay-per-view events and more than 250 WWE live shows held in the U.S. throughout the year.
As the exclusive presenting sponsor of its “Live Tour,” WWE said Kmart wouldl be incorporated into all "promotional elements of the live events, including marketing materials, tickets and digital platforms." The partnership will also include in-program exposure and 30-second TV spots during WWE’s Monday Night Raw on USA Network and Friday Night SmackDown on Syfy.
WWE said it would support the partnership via a microsite on WWE.com, which will host several sweepstakes and exclusive offers; ad space in WWE Magazine and WWE event programs; and in-store appearances by WWE Superstars and Divas.
“Kmart is excited to expand its relationship with WWE,” Mark Snyder, CMO for Kmart, said in a statement. “This partnership will allow our customers to engage with an exciting entertainment brand and enjoy exclusive offers and promotions throughout the year.”
"The exposure Kmart will have across all of our platforms — including events, TV, digital and talent appearances — is certain to drive measurable business results.”
According to Michelle Wilson, evp-marketing and sales for WWE, “The partnership between WWE and Kmart is the perfect fit. The exposure Kmart will have across all of our platforms — including live events, TV, pay-per-views, digital assets and talent appearances — is certain to drive measurable business results.”