WrestleMania 39 Breaks Records in Company History

KEY TAKEAWAYS
WrestleMania 39 became the most successful and highest-grossing event in WWE history, breaking records in viewership, gate, sponsorship, merchandise, and social media presence.
The event generated a gate of over $21.6 million, and Night 1 and Night 2 of WrestleMania 39 broke the existing global viewership record by 28 percent and 33 percent, respectively.
WrestleMania 39 broke all-time sponsorship and merchandise sales records, with sponsorship revenue exceeding $20 million and merchandise sales up by 20 percent from the previous year's record.
WWE's ability to continue producing weekly programming and pay-per-views during the COVID-19 pandemic showcased the company's resilience.
WWE's partnership with Peacock, NBCUniversal's streaming service, further grew the brand by showcasing its events and superstars to a broader audience.

 

World Wrestling Entertainment (WWE) made history with its WrestleMania 39 event held at the SoFi Stadium in Los Angeles.

The sold-out event over two nights saw a record-breaking viewership, gate, sponsorship, merchandise, and social media presence, making it the most successful and highest-grossing event in the company’s history.

Viewership and attendance

Night 1 and Night 2 of WrestleMania 39 broke the existing global viewership record by 28 percent and 33 percent, respectively.

The two-night event had a record-breaking attendance of 161,892 people, surpassing the previous record with a 27 percent increase, generating a gate of more than $21.6 million.

Sponsorship and merchandise sales

WrestleMania 39 broke all-time sponsorship and merchandise sales records.

Sponsorship revenue more than doubled the previous record, exceeding $20 million.

The merchandise sales were up by 20 percent from the previous year’s record.

Social media presence

WrestleMania 39 became the most social WrestleMania of all-time, with over 500 million views and 11 million hours of video consumed over the two days, a 42 percent increase from the previous year.

WrestleMania 39 became the most social WrestleMania of all-time, with over 500 million views and 11 million hours of video consumed over the two days, a 42 percent increase from the previous year.

Impact on WWE during COVID-19

Professor Kyriaki Kaplanidou, Ph.D., director of the Graduate Sport Event Management Certificate at the University of Florida, and her colleagues recognized WWE’s resilience during the COVID-19 pandemic.

They documented WWE’s successful continuation of weekly programming and pay-per-views when national and international sport properties had to pause or cancel their events.

WWE’s ability to continue during the pandemic was beneficial. In January 2021, the company’s content moved to Peacock, NBCUniversal’s streaming service, in a five-year deal worth over $1 billion.

The partnership allowed WWE to showcase its events and superstars to a broader audience, further growing the brand.

Future growth for WWE

In the book Case Studies in Sport Business Marketing, Dr. Kaplanidou and her co-authors wrote that WWE is a global entity, leader, and frontrunner in the production and dissemination of sports entertainment content.

The high number of international fans and media representatives attending WrestleMania each year reflects the strong and passionate support for WWE worldwide.

As the brand continues to evolve and grow, WWE is expected to break more records and make headlines.

The economic impact on the cities chosen to host WrestleMania will also increase, providing opportunities for business legacy development.

Conclusion

WrestleMania 39’s success showcases WWE’s ability to adapt and thrive even during challenging times like the COVID-19 pandemic.

Its partnership with Peacock and its loyal fan base have contributed to its continued success and growth.

As the company continues to evolve, we can expect more record-breaking events and economic impacts on the host cities.

Craig Miller

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