• by Danielle Oster , April 10, 2025

Coca-Cola juice, lemonade, and soft drink brand Minute Maid signed a deal making the brand  official juice sponsor of World Wrestling Entertainment (WWE).

Described as a “strategic collaboration,” the partnership will bring Mnnute Maid marketing activations into WWE events, including WrestleMania, SummerSlam and RAW, and onto the Netflix platform, where the events are running. Marketing for live WWE events will include arena branding. It will also bring Minute Maid into the virtual ring, via an exclusive in-game initiative within "WWE 2K25" centered around SummerSlam, as well as in-ring branding, and a custom Minute Maid vending machine.

An upcoming TV ad will air during WWE Raw on April 14, on Netflix and WWE channels, before rolling out across the brand’s OTT and OLV partners channels, including Disney, Peacock, Amazon, YouTube, and Roku, as well as additional streaming networks in June. Beginning April 17, Minute Maid will partner with WWE on a national sweepstakes offering prizes such as a VIP trip experience to SummerSlam New Jersey or Monday Night Raw.

The partnership also includes limited-edition Minute Maid packaging, digital promotions, and “exclusive fan experiences” in the form of experiential activations and social media initiatives—with the latter including custom “Juice Up Your Mondays’” WWE-themed content which will debut across Minute Maid’s social media channels.

Packaging elements include WWE stars Bianca Belair, Cody Rhodes, and Jey Uso appearing on certain Minute Maid products, beginning in June. Throughout the summer, the brand will also partner with retailers on a promotion giving fans the chance to meet WWE stars at stores in select markets.

The multiplatform nature of the campaign, and goal of connecting with elements of popular culture, exemplifies Coca-Cola’s broader marketing strategy. “Our network marketing model is integrating product, digital, live and retail experiences, and we are harnessing passion points to connect with consumers in more personalized ways,” Coca-Cola CEO James Quincey said during the company’s most recent earnings call with investors.

WWE partnerships have proved enticing to brands, particularly following Netflix streaming rights agreement with the entertainment property. Minute Maid’s WWE partnership follows on the heels of WWE teaming up with Supercell to bring WWE wrestlers into the game developers’ popular "Clash of Clans" game.

Professional wrestling is growing in popularity, according to a recent report by market research company Dataintelo. The global professional wrestling market accounted for around $5 billion in 2023, and is anticipated to grow to $7.5 billion by 2032, with an annual growth rate of around 4.5%.