World Wrestling Entertainment (WWE) is taking a minority stake in Hulk Hogan’s Real American Beer as part of a multi-year partnership announced today.
The partnership reveal coincides with WWE’s flagship program, Monday Night Raw, moving to Netflix starting tonight. As part of the deal, the Real American Beer logo will be featured on the ring mat corner on episodes of Raw going forward, as well as other WWE assets.
Former wrestling star Hulk Hogan (real name Terry Bollea), and a team that included Anheuser-Busch InBev vet Terri Francis as CEO, launched Real American Beer in June 2024. The 4.2% ABV light lager generated $1.7 million in off-premise sales year-to-date through December 21, according to NIQ data cited in the most recent monthly report from Bump Williams Consulting.
“Hulk Hogan has done a tremendous job introducing an exciting, new product to a competitive marketplace,” Grant Norris-Jones, EVP and head of global partnerships for TKO Group Holdings, WWE’s parent company, said in the announcement. “We are excited to unlock a new partnership category and to showcase Real American Beer in front of Netflix’s global audience.”
Hogan added: “I’m thrilled to bring Real American Beer into the ring with WWE. Together, we’re bringing that pride to America, one beer, one match at a time, brother.”
WWE will also provide Real American Beer social and digital support, “including original, short-form content that will be distributed across WWE’s” social and digital channels. The brand will also have access to WWE’s trademarks, wrestlers and personalities for in-store, point-of-sale materials and promotional displays.
Real American Beer is now sold in 20 states through the Breakthru Beverage distribution network.
Hogan became a prominent proponent of president-elect Donald Trump last year, speaking at the Republican National Convention and a Trump rally at Madison Square Garden, among other events.
One month after the launch of Real American, the company was accused of racial bias by an influencer. Essence Jenai, a Black woman, alleged the company paid her to be a brand ambassador, but canceled the contract after learning of her race. Real American Beer denied the allegations, saying a third-party marketing agency was in charge of the relationship, and Real American Beer “simply terminated its short-term relationship” with the marketing agency.
This was not the first time Hogan faced allegations of racism. He came under fire in 2015 after audio from a 2012 interview surfaced in which he used a racial slur, as well as a leaked sex tape in which he also used similar language.
At the time, Hogan apologized, telling ABC News his use of the offensive language “was unacceptable” and Good Morning America that he is “not a racist.”
The WWE severed ties with Hogan at the time, but brought him back three years later, despite skepticism from some wrestlers. Hogan was recently featured in WWE ads for a Saturday Night’s Main Event taking place January 25.