The World Wrestling Federation is offering sponsors a one-stop shopping option in the hopes of attracting more corporate heavyweights into the ring.

The move is part of an international initiative to package the wwf as a multifaceted ‘sports entertainment’ operation – one whose potential as an event marketing vehicle remains largely untapped.

‘We have our own television programs, two magazine publications, videos, a cd, computer games and over 150 licensed products,’ says Carl De Marco, president of Toronto-based Titan Promotions, the holding company in Canada for the wwf.

Doing business with other sports franchises often includes obtaining licensing rights from the clubs, players’ associations and players themselves, says De Marco.

‘The advantage we have over the nhl, nfl and nba is that we can offer all kinds of licensing and marketing opportunties in one package,’ he says.

According to Vince McMahon, Titan chairman and ceo, the objective of the new initiative is to better educate potential sponsors, who may have little idea of the breadth of the organization’s activities.

The company’s sales pitch includes a colorful, 10-minute video presentation that introduces potential sponsors to the company’s media divisions, its fan base and money-making opportunities.

‘We’ve come of age in the last 10 years,’ says McMahon. ‘Corporations are familiar with the popularity of the wwf, but we have to sell them on the real marketing possibilities that are there.’

According to De Marco, sponsorship opportunities include wwf’s live events, its tv programs, its magazines, as well as cross-promotions with like-minded sponsors. Obvious targets include marketers of fast food, cereal, athletic apparel and video games.

The appointment of a new director of sales for Canada suggests that the wwf also sees this country as a hotbed of sponsorship opportunities.

Reid Bailey, Canadian director of sales for the wwf, says the loyal fan base in Canada makes the wwf particularly attractive to national marketers.

‘Wrestlemania IV at the SkyDome in 1990 still holds the record for the most-attended live event, with over 67,000 tickets sold,’ he says, adding, ‘Over half of the top grossing pay-per-view events in Canada are wwf events.’

As well, Bailey says its loyal Canadian audience covers a wider demographic than do most sports.

‘We’re strong in youth, teens, and in the 18 to 34 category,’ he says. ‘We’ve also attracted a growing female following, which takes the marketing opportunities even further.’

In one of its most recent programs, the wwf signed a deal with Turbo, Beaver and Pay Less gas stations to sell 99 cent posters in 400 locations across Canada, says Bailey. The initiative included point-of-purchase displays as well as promotional spots during wwf programming.

As well, the organization recently signed a television and live event sponsorship deal with Nintendo Canada, he says.

The Great Canadian Bagel Company, which has popular Canadian wrestler Brett ‘the Hitman’ Hart as a spokesman, is also working with the wwf, according to Bailey.

De Marco says the Federation is currently planning three pay-per-view specials that will be broadcast to 85 countries. One takes place at the Toronto SkyDome in June, the next from the Calgary SaddleDome during the week of the Calgary Stampede, with a final show set for Montreal in the fall.

‘We are taking a Disney-like approach to packaging our product,’ says Bailey. ‘A company that sponsors an event, for example, can take advantage of tie-ins with our publications, videos and licenced products. We can even do sampling programs at events.’

While the wwf is doing its best to sell all aspects of the entertainment sport, there are limits. According to Bailey, running signage in the wrestling ring is something the organization has avoided.

‘The option is there,’ he says. ‘But our chairman, Vince McMahon, believes that’s one area that should not be touched, so we’re working to promote all other areas of our business.’

De Marco, meanwhile, is taking a wait-and-see attitude.

‘If we strike the right deal with a sponsor, then centre ring signage is always a possibility,’ he says.