Drumstick, the sundae cone brand, announced a partnership with WWE and specifically John Cena that will see the ice cream franchise be a sponsor from Wrestlemania 41 all the way through this year’s SummerSlam.
Photo by Nick Didlick
Like several other WWE partnerships in the past, this won’t just be a subtle thing. At Wrestlemania 41 in Allegiant Stadium in Las Vegas, Drumstick will have an on-site presence and will have a “Drumstick Snack Zone”, as well as one for SummerSlam later this year. No word on what exactly will be in the “Snack Zone,” but one can hope it’ll be some soft serve to chill out on a momentous night in Vegas.
Not only will this partnership include physical presence, but a new commercial spot will air during Wrestlemania 41 that shows off Cena’s involvement in the promotion while also talking smack with mascot Dr. Umstick. Going forward, Drumstick will have multiple prizes and contests for fans, including chances to win signed WWE merch and SummerSlam seats.
Of course, from a storyline perspective, this is an interesting development. Following the surprisingly mainstream coverage of Cena’s generational heel turn, Cena has said several harsh words to fans to justify his new attitude and reasons for selling his soul to The Rock. None of it has lessened his star power, though. Cena’s character now has a zest and a newfound sense of vengeance proper of a fallen angel that further elevates his already impressive in-ring presence. For sponsors, though, he’s still a bankable promotional icon that can help sell anything.
Could this sort of thing undercut the branding and character work that the WWE has been putting on Cena going into Wrestlemania 41? Or could this just be but another example of why Cena is the perfect man to take the mantle as a corporate champion whenever the company has need of him?
John Cena faces Cody Rhodes for the Undisputed WWE Championship at Wrestlemania 41, in what will likely be the main event of Night 2.
You can watch the teaser trailer for the new spot here.
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