The Chicken Wing chain Wingstop has upped the ante in sports-entertainment marketing with its role as the presenting sponsor of WWE SummerSlam 2025 — a landmark two-night event held August 2–3 at MetLife Stadium in East Rutherford, New Jersey. As part of a newly expanded partnership with TKO Group Holdings, Wingstop’s emblematic branding was visible across match sponsorships, ring design, live broadcasts, and fan-zone activations.
This marks the first time the iconic SummerSlam event stretched across two nights, and Wingstop matched the scale of the move. Under the new deal announced August 1, 2025, Wingstop was designated presenting partner not only for the full SummerSlam weekend but also for future premium events including the Royal Rumble and WrestleMania. In addition, Wingstop will serve as presenting sponsor for UFC 322 in November, with extensive branding planned at fight-week events and broadcast venues during fight night. TKO’s Executive Vice President and Head of Global Partnerships, Grant Norris-Jones, emphasized the synergy, stating that Wingstop continues to be an incredible partner across both UFC and WWE, showing up in bold and memorable ways around the biggest moments.
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For SummerSlam, Wingstop branding permeated the event. Match sponsorships were elevated across both event nights. Ring visuals included corner mat signage placements, reminiscent of prior branding moves like PRIME Hydration’s center-mat logo but now expanded into the ring’s corners to enhance visibility. Wingstop activations included prominent fan-zone experiences, themed promotions, and on-site concessions curated for chicken lovers. Broadcast tie-ins integrated Wingstop messaging into commentary, promos, and on-screen graphics.
The reach extended beyond live events. Customized video campaigns previously featuring stars like Rey Mysterio and Braun Strowman in 2024 laid groundwork for expanded digital content in 2025 as part of TKO’s multi-brand partnership vision.
Among WWE’s roster, Dominik “Dirty Dom” Mysterio—current Intercontinental Champion—became a lighthearted mascot for the Wingstop push. Known jokingly for his love of chicken tenders, fans and commentators alike noted that “Dirty Dom would likely celebrate” the chicken-brand synergy amid match commentary and social media banter. The interplay makes for fun promotional synergy without overshadowing in-ring performances.
Wingstop’s 2025 activation is the latest step in a branding trajectory that began in mid-2024, when the company served as presenting sponsor for UFC 317 and the high-profile NOCHE UFC event at the Sphere in Las Vegas. These prior activations proved deeply effective in sports branding circles, offering a live-event food tie-in that resonated with fans. TKO’s expansion of the Wingstop partnership into UFC and WWE multiplatform sponsorship is a strategic effort to build continuity across its premium entertainment properties.
Fan reaction to the sponsorship has been mixed. While many embraced the humorous alignment between wrestling storylines and fast food culture, others criticized what they see as overbearing product placement pervasive throughout WWE broadcasts—a trend that accelerated after the formation of the TKO umbrella in 2023. One fan quipped, “It’s amusing, sure—but half the ring looks like a chicken wing coupon.” Another posted, “Dirty Dom got the promo he dreams about; we got a wrestling card.” Yet supporters highlighted how the sponsorship energized the event experience: chicken-themed match intros, branded concessions, and interactive activations at fan zones were described as “memorable” or “delightfully irreverent.”
Though branding was not the only headline, many key matches were preceded or punctuated by Wingstop references. Night 1 included high-stakes title matches such as Gunther defending the WWE World Heavyweight Championship and a Women’s Tag Team Title bout featuring Raquel Rodriguez and Roxanne Perez vs. Charlotte Flair and Alexa Bliss. Night 2 saw top draws like John Cena defending the Undisputed WWE Title in a street fight against Cody Rhodes, and Dom Mysterio defending the Intercontinental Championship—where his store-branded love of wings added cheeky commentary moments alongside his ring performance. Wingstop’s visibility around high-tier bouts—from ring mats and sponsorship billboards to fan zone concessions—underlined the seamless branding strategy that accompanied the most marketable matches of the weekend.
Wingstop’s presenting partnerships underscore a larger shift in live-event marketing. The fast-food restaurant’s positioning at marquee sports events reflects an appetite for experience-oriented sponsorships. Through TKO’s ownership of UFC, WWE and other properties, Wingstop benefits from a multi-vertical media ecosystem. Enhanced concession access, themed promotions and interactive activations illustrate a modern emphasis on branded experiential marketing.
Looking ahead, both companies confirmed plans to extend custom branding to Royal Rumble and WrestleMania 42, indicating the partnership will remain central to TKO’s event marketing strategy throughout the year.
The Wingstop-SummerSlam 2025 collaboration struck a balance between smirking fun and strategic branding. With its presence woven into everything from ring mat logos to match sponsorships and fan zone activations, Wingstop carved its place in the spectacle of WWE’s summer showcase—and cemented a broader footprint across TKO’s ventures. For fans like Dirty Dom, it’s a tasty win. For Wingstop and TKO, it’s a branding touchdown—and a trend with staying power as sports entertainment increasingly gamifies food culture.