The General® just announced a multi-year partnership with WWE®, the global leader in sports entertainment, naming The General the Official Auto Insurance Partner of WWE. The partnership reflects a continued evolution in how the brand connects with fans, expanding beyond traditional marketing into the moments, communities, and experiences they care about most.
What the WWE Partnership Means
Through this partnership, The General will integrate into WWE programming through:
- In-ring branding
- Match sponsorships
- Creative activations
These efforts are designed to embed the brand into the moments fans already care about.
In 2025, The General sponsored major WWE events including WrestleMania, SummerSlam and Survivor Series—and what we saw firsthand was a fanbase that felt like our customers. The energy in those arenas, and the way fans show up for each other, made it click.
The General also teamed up with WWE Superstars through the Season of Giving to give back to communities around those events. All of that together made it clear: this wasn’t a one-year play. This was a relationship worth investing in.
Why The General Partnered with WWE
The decision to enter a multi-year partnership of this scale (a first for The General) is grounded in audience insight.
Customer research shows that The General’s customer base over-indexes in WWE fandom, making the partnership a natural fit for deeper engagement.
For more than 60 years, The General has focused on giving people a break when they need it most. On the road, that means helping drivers find reliable and affordable auto insurance. This partnership extends that mission into the WWE fan community, bringing added value through experiences and engagement.
“WWE has one of the most passionate fan communities in the world, and that kind of energy is something we’re proud to celebrate,” said Kale Sligh, AVP of Marketing at The General Insurance. “This partnership reflects the progress of our broader brand evolution of building league-wide relationships and showing up in the moments and communities that matter most to our customers. We have always built our brand around giving people a break when they need it most, and the way the WWE Universe shows up for their favorite stars inspires how we will show up for them through unforgettable experiences, in the ring and beyond, connecting with both new and longtime customers in meaningful ways.”
A Partnership Built for the Fans: Upcoming WWE Events and Fan Experiences
WWE represents one of the most passionate fan communities in sports and entertainment, with year-round engagement across live events, weekly programming, and digital platforms.
The General will be part of WWE marquee events, including:
- WrestleMania® 42
- SummerSlam® 2026
- Friday Night SmackDown
During these events, WWE fans can expect:
- Enhanced match sponsorships
- In-ring branding during both nights of WrestleMania 42 and episodes of Friday Night SmackDown
- Exclusive social and digital content
- On-site fan activations nationwide
Additional experiences will include seat upgrades, exclusive VIP access, and surprise fan moments to create opportunities for the community to engage with WWE in new ways.
The goal is to make The General a real part of the fan experience at WWE events rather than interrupt it and to show up where it matters most for fans.
WWE Fan of the Year Presented by The General
At the center of the partnership is the launch of the WWE® Fan of the Year presented by The General®, celebrating the passion and dedication of the WWE Universe.
The General is teaming up with the WWE in search of the most dedicated and passionate fan worthy of the prestigious title.
How This Contest Works
- Launches April 16, 2026 around WrestleMania 42
- Runs through May 12, 2026
- Fans can nominate themselves by showing how they embody the grit, heart, and commitment that define WWE fandom
- A panel of WWE and The General representatives will select three finalists
- WWE Universe fans vote to determine the winner
Contest Prize
One fan will receive the ultimate break: a VIP SummerSlam 2026 experience, including premium match tickets and exclusive access.
The program reflects The General’s commitment to putting fans first and recognizing the individuals who bring energy, loyalty, and community to the WWE experience.
Powered by WWE Superstars
The partnership will be anchored by a national campaign featuring WWE Superstar Rhea Ripley and NXT talent Carlee Bright.
Debuting ahead of WrestleMania 42, a new commercial aired across Monday Night Raw, digital and social platforms. The commercial features Ripley and The General character in the ring, introducing Bright to how The General helps give drivers a break on their car insurance.
Developed in collaboration with WWE and BBDO Chicago, the campaign blends storytelling, talent, and brand messaging in a way that feels native to WWE content, integrating seamlessly into the environments fans already engage with.
The approach reflects The General’s broader strategy of embedding the brand within culture, creating moments that feel authentic to fans rather than interruptive.
Building for the Long Term
By aligning with WWE, The General is building a connected presence across sports and entertainment, grounded in a simple idea: showing up in the moments that matter while creating unforgettable moments for fans.
Learn More About The General and WWE Partnership
For more information on the WWE partnership, you can read the official press release. To explore the WWE Fan of the Year presented by The General or follow along with the finalists, visit thegeneral.com/wwe.
NO PURCHASE NECESSARY. This is not a sweepstakes. Enter from 12:00 AM (CDT) on 4/16/26 to 11:59:59 PM (CDT) on 5/12/26. Employees, contractors, directors and officers of Sentry, WWE, and their affiliates, distributors, web design, advertising, and immediate family and household members of each not eligible. Legal entities not eligible. Must agree to Official Rules. Must be US legal resident & 18+ to enter. Void in AK, HI, IN, KY, ME, MI, MN, WA, US territories, Guam, and where prohibited by law. Approx. retail value of all available prizes is $33,510. 1 entry per person. Contest sponsored by Sentry Insurance Company, 1800 North Point Drive, Stevens Point, WI 54481.
