World Wrestling Entertainment (WWE) has announced a multi-year deal with global active health and wellness company Nutrabolt.

The deal will see Nutrabolt’s C4 Energy brand act as WWE’s Official Energy Drink Partner. 

C4 Energy will be the first-ever brand to take up the specific role and enjoy branding presence on WWE properties and high-end live events, such as WrestleMania XL.

C4 Energy will also become the first-ever sponsor of the WrestleMania Skycam, the Presenting Partner of the WrestleMania XL Night 2 press conferences, and WWE’s multi-day talent try-out during WrestleMania Week. 

Michael DiNuzzo, VP of US Business Development, Global Partnerships, World Wrestling Entertainment, commented:

“C4 has been an innovative partner through the years which has enabled us to unlock the power of WWE to create unique integrations and branding opportunities across all touchpoints, including premium live events, on-site activations, social and digital content, and more. We are excited to introduce C4 Ultimate Energy as the Official Energy Drink Partner of WWE ahead of our biggest event of the year, WrestleMania XL.“

Robert Zajac, Chief Marketing Officer, Nutrabolt, said:

“When it comes to next-level energy, nothing beats the WWE and its fans. We are thrilled to expand our partnership with the WWE as its Official Energy Drink and to offer fans nationwide the same Ultimate Undisputed Energy their favourite Superstars bring to the ring.“