TOTAL LICENSING
WWE Muscles Its Way Across
Europe And The World
Once again, World Wrestling Entertainment
(WWE) marched through Europe in April, on
a wildly successful tour that included 12 dates
in Italy, four in the UK, three in Germany, and
one each in France and Austria.
Among the high points: four broadcasts of
WWE’s flagship television shows RAW and
SmackDown. From Bologna to Bre-
men and Cardiff to Vienna, WWE’s
“Superstars,” as the fans call them,
met their adoring public at per-
sonal appearances, a powerful
marketing tool that accentuates
the organization’s commitment
to their key retailers.
In some ways, this was an old story.
In parts of Europe, fans are as familiar with
WWE titans like The Undertaker, John Cena
and Edge as they are with Cristiano Ron-
aldo, Luca Toni and Ronaldinho. The dif-
ference is that WWE has realized that
the evolution of its consumer products
business means becoming more focused
working with its local partners to ensure that devotees in
on the needs of local markets.
every country believe that WWE is communicating directly
“We’re not resting on our laurels,” notes
to them. That could mean altering the color schemes of
Donna Goldsmith, the WWE’s executive
t-shirts sold in Italy or South Africa, and – in some cases
vice president of consumer products.
– creating storylines for the sole purpose of generating in-
“We’re tailoring this very American
terest in specific countries.
product to specific markets. We’re the
During the April tour, for instance, an Italian-speaking “fan”
big, brash American who respects local
named Santino Marella came out of the audience at Milan’s
customs and ideals.”
DatchForum to take on the Samoan Bulldozer, Umaga.
The company’s licensing conquests in
With an assist from Bobby Lashley – the brawny Super-
more than 20 markets outside the
star of WWE’s ECW brand -- Santino, the loveable under-
United States have been well-chronicled.
dog with heart, captured Umaga’s WWE Intercontinental
WWE’s breadth of consumer products
Championship.
include video games, trading cards, stick-
The walk-on upset – and the thunderous response that fol-
ers, action figures, apparel, confection-
lowed – was telecast around the world on WWE’s weekly
ary snack foods and housewares.
RAW program, and underscored the organization’s more
However, now the company is
flexible approach to adapting to market nuances.
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