WWE® AND SEAGRAM'S ESCAPES SPIKED™ LAUNCH FIRST-EVER CO-BRANDED PRODUCT

Rhea-AI Summary

WWE (NYSE: TKO) has partnered with Seagram's Escapes to launch their first-ever licensed ready-to-drink product through a multi-year partnership. The collaboration introduces the Seagram's Escapes Spiked WWE series, featuring flavors like Rumble Punch, Pineapple Powerhouse, and Slammin' Blueberry, now available nationwide. As an Official Partner, Seagram's Escapes Spiked will receive prominent integrations at WWE Premium Live Events including Money In The Bank, SummerSlam, and Survivor Series. The partnership includes enhanced match sponsorships, a custom digital content series featuring WWE Superstars, and WWE Superstar appearances at retailers nationwide.

Positive

• First-ever licensed ready-to-drink product for WWE, expanding revenue streams
• Multi-year partnership providing consistent brand integration opportunities
• Nationwide retail presence with WWE Superstar appearances enhancing brand visibility
• Integration into major WWE Premium Live Events expanding marketing reach

Negative

• None.

Insights

Sports Business Analyst

WWE's first alcoholic beverage licensing deal diversifies revenue streams with minimal investment risk.

This multi-year partnership between WWE and Seagram's Escapes Spiked represents a strategic expansion of WWE's licensing portfolio into the alcoholic beverage category. The deal follows the classic playbook for entertainment properties looking to monetize their brand through low-risk, high-margin licensing arrangements.

The partnership includes several valuable components: 1) branded product integration at premium live events including Money in the Bank, SummerSlam, and Survivor Series, 2) enhanced match sponsorships, 3) a custom digital content series featuring WWE talent, and 4) WWE Superstar appearances at retail locations.

From a business perspective, this represents incremental revenue with virtually no capital expenditure required from WWE. The company simply leverages its intellectual property and media platform while Seagram's handles production, distribution, and associated costs. For Seagram's, they gain access to WWE's global audience and the promotional power of live events that draw millions of viewers.

The alcoholic beverage category is particularly lucrative for licensing deals due to high margins and premium pricing potential. The three themed flavors (Rumble Punch, Pineapple Powerhouse, and Slammin' Blueberry) show thoughtful integration of wrestling themes with existing Seagram's products.

While the financial terms weren't disclosed, typical licensing arrangements in this category generate royalties of 5-15% on wholesale revenue. Given WWE's strong bargaining position as a global entertainment brand, they likely secured terms toward the higher end of this range.

Multi-Year Partnership Includes Integrations Within WWE Premium Live Events Such As Money In The Bank^®, SummerSlam^® and Survivor Series^®

ROCHESTER, N.Y., May 28, 2025 /PRNewswire/ -- WWE, part of TKO Group Holdings (NYSE: TKO), and Seagram's Escapes, known for great tasting flavored malt beverages, today announced a new, multi-year partnership highlighted by the launch of their first-ever co-branded product of Seagram's Escapes Spiked. This marks WWE's first-ever licensed ready-to-drink product.  

As an Official Partner of WWE, Seagram's Escapes Spiked will receive prominent integrations within Premium Live Events such as Money In The Bank^®, which takes place Saturday, June 7 at the Intuit Dome in Los Angeles, as well as SummerSlam^® and Survivor Series^®, highlighted by enhanced match sponsorships, a custom digital content series featuring WWE Superstars and more.

"Seagram's has a rich history of innovation and a deep commitment to authenticity, making it the ideal partner to go to market with our first-ever licensed ready-to-drink product as we continue to broaden and diversify the category," said Grant Norris-Jones, Executive Vice President and Head of Global Partnerships, TKO.

"Our collaboration with WWE marks an exciting moment for Seagram's Spiked as we connect with WWE's global audience," said Jaime Polisoto, brand director, Seagram's Escapes. "Plus, our sales team is thrilled to leverage WWE Superstar appearances at retailers nationwide, creating unforgettable experiences for fans."

The Seagram's Escapes Spiked WWE series – featuring flavors such as Rumble Punch^™ (Jamaican Me Happy), Pineapple Powerhouse^™ (Pineapple Cherry Lime), and Slammin' Blueberry^™ (Blueberry Lemon) – is now available at retailers nationwide.  

About WWE
WWE^® is the global leader in sports entertainment. The company creates and delivers original content 52 weeks a year to a global audience. WWE is committed to family-friendly entertainment on its television programming, premium live events, digital media, and publishing platforms. WWE's TV-PG programming can be seen in more than 1 billion households worldwide in more than 20 languages through world-class distribution partners including NBCUniversal, The CW and Netflix. In the United States, NBCUniversal's streaming service, Peacock, is the exclusive home to all premium live events, a variety of original programming and a massive video-on-demand library. Netflix is the exclusive home for WWE programming around the world, other than select international markets. WWE is part of TKO Group Holdings (NYSE: TKO). Additional information on WWE can be found at wwe.com and corporate.wwe.com.

About Seagram's Escapes
Seagram's Escapes, known for great tasting flavored malt beverages, was introduced in 1985 and is headquartered in Rochester, New York. Seagram's Spiked is a higher ALC./VOL. line of Seagram's Escapes premium malt beverages. Offering the same delicious flavor expected by the brand, Seagram's Spiked is available nationally in a variety of flavors. Stay connected with Seagram's Escapes on Instagram, Twitter, Facebook & Pinterest. Always Drink Responsibly. ©2025 The Seagram Beverage Company, www.seagramsescapes.com. The Seagram's Beverage Company is owned by FIFCO USA. For more information, please go to: https://www.fifcousa.com.

Media Contacts:

WWE
Chuck Kingsbury
Chuck.Kingsbury@wwecorp.com

Seagram's Escapes
Carla Mancuso
carla.mancuso@fifco.com

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SOURCE Seagram’s Escapes

FAQ

What flavors are included in the WWE Seagram's Escapes Spiked series?

The WWE Seagram's Escapes Spiked series includes Rumble Punch (Jamaican Me Happy), Pineapple Powerhouse (Pineapple Cherry Lime), and Slammin' Blueberry (Blueberry Lemon).

Which WWE events will feature Seagram's Escapes Spiked integrations?

Seagram's Escapes Spiked will be integrated into WWE Premium Live Events including Money In The Bank (June 7, 2025), SummerSlam, and Survivor Series.

What makes this TKO partnership with Seagram's Escapes significant?

This partnership marks WWE's first-ever licensed ready-to-drink product, representing a new revenue stream and category expansion for the company.

Where can fans purchase the WWE Seagram's Escapes Spiked products?

The Seagram's Escapes Spiked WWE series is available at retailers nationwide, with special WWE Superstar appearances at select retail locations.