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The Drum

Snickers tag teams with WWE’s Wrestlemania on TV and YouTube

Snickers tag teams with WWE’s Wrestlemania on TV and YouTube

Snickers has muscled in on WWE’s Wrestlemania for another year following the success of last year’s partnership which generated 1.5bn brand impressions.

Under the terms of the deal Snickers will again assume the mantle of ‘exclusive presenting partner’ for the sweaty event, which draws 101,000 spectators and reaches 1.8m households through the wonder of television.

The choreographed brawling is more popular than ever with last year’s event proving to be the highest grossing and most watched tournament in the organisations history, generating $17.3m.

To cement its association Snickers will air a fresh installment of its ‘You’re Not You When You’re Hungry’ TV spot starring star wrestlers on WWE’s digital and social platforms as well as television.

Allison Miazga-Bedrick, director of the Snickers brand, said: “We're back … once again to share our 'You're Not You When You're Hungry' message to an extremely engaged WWE fan base in unique ways. When it comes to displaying the hunger symptoms that Snickers satisfies, nobody embodies them better than WWE superstars."

WWE’s enduring popularity has seen it generate an impressive social media following of 750m and become YouTube’s most popular sports channel.

WWE previously partnered with Facebook by developing innovative content programs together.