WWE renews Minute Maid partnership

World Wrestling Entertainment (WWE) has announced a multi-year renewal of its partnership with fruit and vegetable juice brand Minute Maid, which will thus remain the Official Juice Partner of the wrestling promotion.

With this extension, the two will work on expanded integrations, new consumer experiences, and a new campaign titled “Bring the Juice”, which will be a co-branded venture featuring WWE superstars Cody Rhodes, Jey Uso, and Rhea Ripley. The campaign will entail limited-time “WWE Superstar” packaging on select Minute Maid products and enhanced match sponsorships at WWE Premium Live Events.

Sana Shuaib, Senior Vice President, Partnership Marketing & Digital, TKO Global Partnerships, said:

“We’re proud of what we accomplished together with Minute Maid in our first year, bringing the partnership to life across retail, digital and experiential to meet our fans where they are. The recent launch of The Juice Vault and the debut of our new commercial featuring Cody Rhodes, Jey Uso and Rhea Ripley allow us to connect authentically with our fans, and we look forward to continuing our innovative work with such a valued partner in the years ahead.”

Marisa Black, Senior Director of Minute Maid, North America, commented:

“Our first year with WWE showed us just how deeply fans connect when brands meet them through their passions. As we kick-off year two with WWE, we’re building on that momentum by creating experiences like The Juice Vault that bring fans closer to the action and reflect the energy, confidence and fun at the core of both brands.”