WWE announces “multi-year deal” with phone company

WWE announced Thursday a “multi-year sponsorship” agreement with Cricket Wireless, a subsidiary of AT&T.

Cricket is AT&T’s prepaid wireless brand that will work with WWE to try to attract new customers through regular sponsorships.

Included is sponsorship of WrestleMania 33 – at AT&T Stadium in Texas. Plus, upcoming Summerslam, Royal Rumble, and Payback events.

Cricket, which is already the sponsor of the Raw Pre-Show on WWE Network, will also sponsor live events, Raw and Smackdown content on USA Network, and other Network content.

As part of the deal, John Cena has been named the Cricket brand ambassador for WWE. Cena will also promote the deal on his social media.

Dolph Ziggler will also remain in a brand ambassador role after coming on-board in 2015 at the start of the partnership.

“It’s time to take it to the next level,” said Janna Ducich, the marketing officer for Cricket. “This sponsorship enables us to reach fans through WWE events that have been staples in living rooms for decades.”

Terms of the deal were not disclosed, but WWE is looking to gain all-important Network subscribers as part of in-store promotions at Cricket outlets.