Grappling fans, get ready: Vince McMahon and World Wrestling Entertainment are coming to your cell phone.
Pinning down its first deal in the burgeoning mobile-video arena, WWE is now offering video clips, ring tones and other content via the AT&T Mobile platform. The multiyear pact, terms of which were not disclosed, represents the latest move by WWE to extend its distribution reach, which already covers a host of cable, broadband video, subscription video-on-demand and pay-per-view services.
“This is the perfect marriage between content and technology,” WWE executive vice president of global media Shane McMahon said. “We wanted to find a strong partner who is going to be there for long-term; not just on the cutting edge on new technology, but on the bleeding edge.”
For AT&T, which has a video-distribution deal with premium programmer HBO, the deal provides its subscribers access to a custom-built, mobile Internet WWE portal that will provide access to WWE's vast library of content, which the company believes will appeal to a significant portion of its subscriber base.
“We have a very high penetration of young, male viewers and, based on some of the other content that has worked for us, we feel that it'll be a perfect fit,” AT&T executive director of media innovations Jordan Berman said. “We see the WWE as another crown jewel in our exclusive content offering.”
WWE will make available to 61 million AT&T customers more than 100 video clips per month as part of AT&T Mobile's $19.95 monthly Cingular Video package. In addition, AT&T will offer a special $4.95-per-month WWE subscription package that will feature mobile-exclusive content, according to representatives from both companies.
WWE ring tones and voice tones will sell for $2.49 each, while graphics will retail for $1.99.
As part of a special launch promotion, the new AT&T and WWE will offer “WrestleMania's Magic Moments,” a special package of content featuring great matches from past editions of WrestleMania, the group's annual pay-per-view extravaganza. This will also generate awareness as part of the build-up to the WWE's April 1 WrestleMania 23 event, slated for Ford Field in Detroit.
