Rahul SahaThis article contains information about American professional wrestler and actor John Cena’s brand endorsement deals and business ventures.
John Cena’s brand endorsements and sponsors over the years — Capri Sun, Fruity Pebbles, Gillette, Gold’s Gym, Hefty, Tapout, Mattel, FanDuel, Subway, Cricket Wireless, YJ Stinger, Honda, Skyy Vodka, M.A.C Cosmetics, American Body Building, Armor All, Experian, Kmart, Takis
CURRENT ENDORSEMENTS
Capri Sun
Kraft Foods Inc, a multinational confectionery, food, and beverage conglomerate, roped in the WWE superstar as one of the faces of its “Kids vs Pros Playground Throwdown” campaign in September 2013 alongside baseball pro David Ortiz, champion gymnast Gabby Douglas, and basketball star Stephen Curry. The campaign included a nationally-televised playground competition.
Since then, Capri Sun and Cena have continued to work on various other campaigns and promotional content.
Fruity Pebbles
Fruity Pebbles, part of the Pebbles brand of breakfast cereal manufactured by Post Consumer Brands, signed a multi-year partnership agreement with John Cena in January 2012, which included a collectable cereal box and an instant-win promotion awarding a VIP meet-and-greet with Cena.
Gillette
Gillette, an American brand of safety razors and other personal care products, signed a multi-year partnership agreement with Cena in June 2007.
Since then, the two have worked on numerous promotional campaigns.
Gold’s Gym
Gold’s Gym International, an American chain of international co-ed fitness centres originally started in California, has been sponsoring Cena even before he began his journey as a professional wrestler in WWE.
Hefty
Hefty, an American brand of household products, roped in Cena on a multi-year sponsorship deal in June 2016.
As per the deal, Cena starred in several commercials to promote Hefty’s “Ultra Strong” garbage bags.
Tapout
Tapout, an American multinational corporation that designs and manufactures sports clothing, casual apparel, and accessories, roped in Cena as the face of its then-latest line of six high-performance Tapout Body Sprays scents in May 2017.
Following the deal, Cena also appeared in a Tapout ad.
Mattel
American multinational toy manufacturing and entertainment company Mattel has had a sponsorship agreement in place with John Cena since May 2018.
Since the commencement of the deal, Mattel has launched several Cena-themed action figures over the years.
FanDuel
FanDuel, an American gambling company that offers sportsbooks, daily fantasy sports, horse racing, and online casino, roped in Cena as a brand ambassador in 2020.
FanDuel also roped in Rob Gronkowski and John Cena for the “Kick of Destiny 2” commercial in January 2024.
PAST ENDORSEMENTS
Subway
Subway, the American multinational fast-food restaurant franchise specialising in submarine burgers, roped in Cena as a brand ambassador in November 2006 as part of a multi-year sponsorship deal.
As a Subway brand ambassador, Cena appeared in various Subway commercials over the years.
Cricket Wireless
In August 2016, Cena surprised fans when he signed a multi-year sponsorship agreement with Cricket Wireless, an American prepaid wireless service provider owned by AT&T.
As part of the agreement, Cena served as a Cricket brand ambassador, promoting the brand through social and digital media. Cricket also launched a viral video featuring Cena in order to amplify the sponsorship and drive brand awareness, consideration, and advocacy.
YJ Stinger
YJ Stinger is an energy drink manufactured by NVE Pharmaceuticals. The company became famous after the commercial “Feel The Sting” that featured WWE stars John Cena and Triple H.
Cena was roped in by YJ Stinger back in October 2003. The two went on to drop two “Feel The Sting” commercials.
Honda
Japanese multinational conglomerate Honda announced the signing of Cena as a brand ambassador in October 2020.
As part of this multi-year deal, Cena did voiceover work for the brand’s commercials involving himself.
SKYY Vodka
SKYY Vodka, a San Francisco-based premium vodka brand, announced the addition of WWE star John Cena to its “Proudly American” campaign in November 2018.
As a SKYY Vodka ambassador, Cena joined a growing family of influencers and activists who helped shape the “Proudly American” message, including out-and-proud Olympian Gus Kenworthy, writer and cultural curator Kimberly Drew, and RuPaul’s Drag Race talents Trixie Mattel and Dusty Ray Bottoms.
MAC Cosmetics (M·A·C)
MAC Cosmetics, a Canadian cosmetics manufacturer founded in Toronto in 1984 by Frank Toskan and Frank Angelo, signed a sponsorship agreement with Cena in 2021.
American Body Building
In November 2006, American Body Building signed a two-year partnership agreement John Cena to promote its latest line of beverages.
As part of the deal, John appeared live at American Body Building–sponsored events and featured in its national print advertisements in 2006 and 2007.
Armor All
Armor All is an American brand of car care products manufactured by Armored AutoGroup of Danbury, Connecticut.
In April 2018, Armor All announced Cena as the face of its “Fear Nothing” ad campaign.
Experian
Experian, a multinational data analytics and consumer credit reporting company, roped in Cena as a brand ambassador for an ad campaign in January 2020.
As part of the multi-year deal, Cena appeared in several ad commercials for the Dublin-based company.
Kmart
Kmart Corporation, now operated by Transformco, is a US online retailer. In June 2013, it signed a multi-year partnership agreement with Cena to promote its apparel line.
Following the deal, WWE fans were able to purchase merchandise, including shirts, hoodies, pants, shorts, outerwear, headwear, and accessories all inspired by the WWE superstar.
Takis
Takis, a Mexican brand of rolled corn tortilla chip snack made by Barcel, a subsidiary of Grupo Bimbo, roped in Cena as the face of an ad campaign for the launch of its “Takis Hot Nuts” in October 2020.
Investments
According to reports, Cena is one of the early investors in the vegan and vegetarian food restaurant chain Organic Grill. He has also invested in a fast-food restaurant Fruitive, which serves healthy, nutritious meals.
In addition, Cena has invested in several real estate properties, including a waterfront home in Tampa, Florida, which he purchased for US$3.4 million. He also owns a luxurious mansion in Land O’ Lakes, Florida, which he bought for US$4.3 million.
