As part of TKO Group Holdings’ aggressive strategy to increase profitability, WWE is rolling out new methods to integrate sponsors into its weekly programming and premium live events. The latest move? Sponsor logos are now making their way onto the very props used in the ring. During the latest episode of SmackDown, fans noticed something new—and impossible to miss. A table, a frequent casualty in high-impact segments, was branded with Slim Jim logos. This marked one of the more obvious examples of WWE’s ongoing partnership with the brand.
The move is part of TKO’s broader effort to leave “no stone unturned” when it comes to monetizing every inch of WWE’s televised and live product. It’s a continuation of their mission since the merger between WWE and UFC under the Endeavor banner.
WWE Reportedly Planning to Add Sponsors to Wrestlers’ Ring Gear
The company may soon take the idea of sponsorship integration a step further—right onto the superstars themselves. According to the Wrestling Observer, WWE is expected to begin placing brand logos on wrestlers’ ring gear in the near future.
The concept is not new to combat sports. UFC fighters have worn sponsor-laden gear for years. Within WWE, Brock Lesnar was an early adopter of the idea, wearing shorts covered in sponsor logos—particularly during the early days of his return run from 2012 to 2013.
With UFC already operating under this model, and with both companies now part of the same corporate structure, the crossover feels inevitable. For fans, it may be a jarring change to see top stars like Cody Rhodes, Seth Rollins, or Rhea Ripley competing in gear with corporate branding, but for TKO, it represents untapped potential for advertising revenue.
Vigilante Talks produced an AI photo showing what the future might look like for WWE Superstars:
WWE Continues to Blend Sports and Business
While some traditionalists may see these moves as overly commercial, TKO and WWE are firmly focused on business. They’ve already introduced other changes to improve efficiency and expand partnerships—ranging from Netflix deals to increased Saudi Arabia involvement.
Brand integration, both on the ring props and the talent’s gear, is a clear reflection of the modern WWE business model: one that blends entertainment, athletics, and high-level corporate strategy.
In short, sponsors are becoming as much a part of the show as the wrestlers themselves.
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