Regarding the “Kiss Me Arse” Match between Sheamus and Dolph Ziggler at Extreme Rules, WWE wrote the following in their official match preview:
“There may not be a championship on the line when Dolph Ziggler battles Sheamus at Extreme Rules, but there is something just as valuable at stake: pride. Because on Sunday, April 26, one Superstar will walk out the victor and one Superstar will be faced with complete and utter embarrassment when the two intense warriors battle in a Kiss Me Arse Match.
A fed-up Ziggler took aim at Sheamus with a scathing speech on SmackDown in London, prompting the mohawked Superstar to challenge the former World Heavyweight Champion to the first Kiss Me Arse Match at Extreme Rules. Traditional singles match rules will apply for the contest, but with a very untraditional stipulation: the loser must kiss the winner’s arse. There may not be anything more humiliating for a competitor to do than have to kiss his adversary’s backside. And at Extreme Rules, either The Celtic Warrior or The Showoff will be forced to go through with this extremely embarrassing act in front of the entire WWE Universe.”
