WWE, perfecting the art of cross-branding

Dwayne "The Rock" Johnson graces the cover of the latest WWE 2K14 video game to be released  Oct. 29, 2013.

Dwayne “The Rock” Johnson graces the cover of the latest WWE 2K14 video game to be released Oct. 29, 2013.

By Charles Glover, Jr.

The WWE has become a leader in the concept of cross-branding, a tactic that has helped them become a billion dollar industry. The idea of promoting two or more brands at one time was not invented by the WWE but the company has perfected the approach.

Through different generations, the WWE has had superstars like Hulk Hogan (l) and John Cena (r) crossover to the big screen.

Through different generations, the WWE has had superstars like Hulk Hogan (l) and John Cena (r) crossover to the big screen.

 

In sports, cross-branding is second nature as commercials offer networks the opportunity to advertise other network shows during sporting events. The challenge for sports trying to increase viewership is to be interesting enough to attract brands that can help grow both industries.

 

Most sports market their biggest attractions in commercials and cameo appearances on television and in movies. Many sports also have their athletes featured in video games and fantasy sports leagues. The WWE became a promotion partner with other stars by inviting them to be guest hosts on WWE’s flagship show “Monday Night Raw”. Donald Trump, former NBA player Shaquille O’Neal, actor and “Wolverine” star Hugh Jackman, and former “Price Is Right” host Bob Barker led a long line of superstars from various areas to guest host in the WWE over the years.

Stone Cold Steve Austin has transitioned from being the face of the WWE to a star in movies and television.

Stone Cold Steve Austin has transitioned from being the face of the WWE to a star in movies and television.

The WWE has been exceptional at cross-branding because it has had a long list of superstars appear in movies that have earned hundreds of millions of dollars across the globe. Hulk Hogan, Dwayne “The Rock” Johnson, “Stone Cold” Steve Austin, and John Cena are among the long list of WWE superstars to headline major motion pictures. The WWE has taken the next step in cross-branding with the growth of the WWE movie production company. WWE Studios has collaborated with other major movie production companies to produce films in 2013 that featured stars like Colin Farrell, Terrence Howard, and Halle Berry.

Halle Berry stars in The Call, a WWE Studios movie released in theaters in March, 2013 and on DVD in July, 2013.

Halle Berry stars in The Call, a WWE Studios movie released in theaters in March, 2013 and on DVD in July, 2013.

The WWE model is not easy to replicate but there are a few methods that sports struggling to increase their popularity can learn from. The number one skill a major WWE superstar learns is how to sell themselves. That connection between the stars and the fans is necessary to grow interest in those stars outside of their perspective sports. The WWE shows that cross-branding their industry with other major genres like video games, television, and movies, ensures that their superstars attract more fans to the WWE brand.–OnPointPress.net–

Charles Glover Jr. is a sports aficionado and management training consultant.

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