For the sixth year in a row, Snickers will be a presenting sponsor of WrestleMania. Here is the official press release for the announcement. It includes a new wrinkle for 2021, which I have emphasized in bold:
“Wrigley and WWE today announced the renewal of their long-standing partnership, making Snickers the presenting partner of WrestleMania for the sixth consecutive year, taking place Saturday, April 10 and Sunday, April 11, 2021, at Raymond James Stadium in Tampa Bay, Florida.
The expanded agreement includes multiple pieces of custom video content featuring Superstars showcasing how “out-of-sortsness” can be resolved with a satisfying Snickers. The spots will air in WWE’s flagship TV programs Monday Night Raw on USA Network and Friday Night SmackDown on FOX, as well as during WrestleMania on Peacock, NBCUniversal’s streaming service. New for 2021, the partnership names Snickers the presenting partner of the WrestleMania Main Event Match, marking the first time the marquee match has ever been sponsored.
“After an unpredictable year, we’re excited to bring fans some better moments by returning as the presenting sponsor of WrestleMania,” said Michelle Deignan, Senior Director, Snickers. “We know the passionate WWE fan base is hungry for some entertainment, and we look forward to sharing those satisfying moments for the sixth year in a row.”
“We are proud to expand our partnership with Mars Wrigley and incorporate the larger-than-life personalities of WWE Superstars into Snickers’ popular campaign,” said Stephanie McMahon, WWE Chief Brand Officer. “Our long-term partnership perfectly encapsulates WWE’s 360-degree approach to activation and allows Snickers to leverage our global events and massive digital and social scale together with world-renowned talent.”
The partnership also includes custom digital and social content on WWE.com and WWE’s YouTube channel, which is the No. 1 most-viewed sports channel and No. 5 most-viewed channel in the world. Additionally, for the fourth consecutive year, Snickers has released limited-edition Hunger Bars featuring familiar taglines of WWE Superstars Roman Reigns, Charlotte Flair, Sasha Banks, Alexa Bliss and The Miz. The bars will be on-shelf at Dollar General stores beginning in mid-March and available while supplies last.
WWE is coordinating with local partners and government officials regarding COVID-19 precautions and will announce ticket availability and safety protocols for WrestleMania 37 in the coming weeks. Information on additional WrestleMania Week events is forthcoming.”
That’s right, the main event match at WrestleMania 37 will have a sponsor for the first time ever. Does that mean the final match on both night one and night two will each be sponsored by Snickers? Or does only the main event of night two qualify for that incredibly high honor? If so, does that mean the main event of night one is officially not a main event match?
More importantly, is Edge going to end Roman Reigns’ heel turn by giving him a Snickers bar to satisfy his hunger, thus transforming Roman from a heel mafia crime boss back into the babyface Big Dog?
The last paragraph of the press release is consistent with rumors that WWE is still trying to figure out a way to safely pull off the event with live fans. But hey, at least they have the corporate sponsorship aspect of things settled.