WWE Forms New Partnership Deal With Hulk Hogan

WWE has signed a huge "multi-year" deal with the legendary Hulk Hogan and has purchased an ownership stake in his Real American Beer brand.

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The collaboration sees WWE not only showcasing Real American Beer on its flagship show Raw but also taking a minority stake in the fast-growing brand.

As part of the deal, Real American Beer will feature prominently on the Raw ring mat starting with the show's highly anticipated live debut on Netflix tonight.

This partnership marks a clear departure from WWE's former focus on family-friendly content, which dominated during the "PG Era." With the company's shift to more mature programming in recent years, including its move to Netflix, WWE is now embracing brands that appeal to a more adult demographic, such as Real American Beer.

Hulk Hogan attends WWE 20th Anniversary Celebration Marking Premiere of WWE Friday Night SmackDown on FOX at Staples Center on October 04, 2019 in Los Angeles, California. Jerod Harris/Getty Images

WWE will also produce exclusive digital content for Real American Beer, reaching millions across the company's massive social media presence.

Real American Beer, co-founded by Hogan, debuted in June 2024. Despite being a newcomer in a crowded beer market, Real American Beer is currently available in 20 states; presumably, the massive amount of marketing it will receive via Raw will help its brand recognition.

In a statement, Hogan shared his excitement about the deal: "From the moment I stepped into the ring, it was always about fighting for something bigger than myself. Now, with Real American Beer, we're bringing that same American pride to the ring, one beer, one match at a time, brother!"

The partnership also involves a major digital and in-store marketing push. WWE's social and digital platforms will feature original short-form content highlighting the beer, while WWE Superstars will participate in promotional campaigns and appear at retail locations to further boost the beer's visibility.

Real American Beer's distinctive logo – featuring a muscular, bandana-clad Hogan holding the American flag – will be a staple of WWE's promotional materials, giving the brand a strong, patriotic identity.

WWE's move into the alcoholic beverage space is part of a broader trend of its stars expanding their personal brands beyond wrestling.

Hulk Hogan follows in the footsteps of WWE icons like Stone Cold Steve Austin, who launched Broken Skull Beer, and Dwayne "The Rock" Johnson, who introduced his Teremana tequila.

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Grant Norris-Jones, Executive Vice President for WWE's parent company, TKO, expressed his enthusiasm about the new partnership, saying, "This is an exciting opportunity to introduce a fresh category of partnership to WWE. Real American Beer's rapid growth and patriotic messaging make it a perfect fit for our brand, and we're thrilled to bring it to a global audience through Netflix and our digital platforms."

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