WWE set to expand with £10m UK drive

by Mark Sweney, Marketing 07-Jul-04

World Wrestling Entertainment (WWE) is to embark on its biggest marketing push outside the US with a £10m UK relaunch.

WWE will bring together its licensing, TV and live events operations in the UK under a single umbrella brand as part of a global expansion strategy.

'We will use the UK as a model for a global roll-out,' said Kurt Schneider, executive vice-president of marketing at WWE. He added that the company would be seeking agencies across all disciplines to develop its long-term brand strategy.

WWE will shortly name its first vice-president of international marketing, who will oversee the strategy's roll-out in all markets outside the US.

As part of the UK initiative, the WWE will produce two of its flagship TV programmes - Monday Night RAW and WWE Smackdown! - from the Manchester Evening News Arena. This will be the first time the shows have been produced outside the US.

In addition, the WWE will launch a tour to run each October and April - the first time it has introduced a permanent tour in nearly 15 years. WWE is seeking sponsors for the events.

WWE also plans to extend its licensee and merchandise operation, which includes product lines in chains such as Argos and Woolworths.

WWE has two magazines in the UK and claims to have a 38% share of this country's sports videos market.