You never know what you might see when you watch a professional wrestling show and last week fans who tuned into the Royal Rumble got to witness the first ever Mountain Dew Pitch Black match. LA Knight and Bray Wyatt faced off in an anything goes match that was done under blacklights and Bray Wyatt wore body paint that was illuminated under the lights.

The Mountain Dew Pitch Black sponsorship was mentioned heavily throughout the Royal Rumble and it looks like another sponsored match is being planned for WrestleMania.

Recently WWE senior VP and head of global sales and partnerships Craig Stimmel spoke to The Hollywood Reporter and confirmed that plans are being discussed for another sponsorship based match that could tie in with Cinnamon Toast Crunch.

“I don’t want to give away too much, but it’ll be around a match, and the sponsorship of that match, and what they’ll be able to bring to that match,” he says. “So we’re going to do things that fit inside of our storyline as well.”

It was also noted that sponsorship revenue for WrestleMania 39 is currently between $14 and $15 million which is a new record for the show. Other sponsors confirmed for WrestleMania include Pepsi, Take Two and Mars/Snickers.

Craig Stimmel added that WWE will have a strong social presence centered around WrestleMania, and that the post-show press conference will also be sponsored.

“When you think about putting WrestleMania on, we’re going to be showing across millions of households on Peacock, we’re also going to have a social presence. We’re also going to have a post-match press conference that’s going to be sponsored this year — you saw that with Mountain Dew and Royal Rumble — but we’re going to have that again at WrestleMania.”

“It’s on YouTube and on TikTok and on Facebook, so we’re gonna have a myriad of opportunities to tell a brand story across different spectrums with different voices. So I think when we approach brands, we want to make sure that that holistic picture is in place… we’re looking for that audience overlap.”

Stay tuned for more updates as they become available.