While WWE is full of sponsorships all over all the product, from the ring, to the turnbuckles, and even the tables used in stipulation matches, which are now complete with Slim Jim logos, thanks to the TKO era, that wasn’t always the case. It’s only been in recent years, since WWE and UFC merged, that WWE has become more sponsor-heavy, like the mixed martial arts promotion. 

In a previous era, former chairman and CEO Vince McMahon was reportedly staunchly against selling sponsorships to be placed on the ring canvas. McMahon reportedly didn’t want his stars to have outside sponsorship deals, either, as it didn’t generate revenue for WWE overall. That’s why when Lesnar returned to WWE from the UFC in 2012, fans were surprised to see him still sporting the Jimmy John’s logo on his trunks, a sponsor Lesnar had since around the beginning of 2010. The logo was also featured on Lesnar’s “Suplex City” t-shirts, which were also often specifically branded to cities where WWE was holding shows that particular week.

According to an F4WOnline report at the time (via Bleacher Report), Lesnar likely negotiated the ability to promote his own sponsors on his gear in the contract he signed when he returned, and the sandwich shop logo was grandfathered in. There were numerous reports that “The Beast Incarnate” signed a one-year WWE deal for a whopping $5 million. The Jimmy John’s logo was removed from Lesnar’s gear when the sponsorship expired and was not renewed, just prior to his match with Balor at the 2019 Royal Rumble.

One of Lesnar’s biggest backstage power plays was the fact he competed at UFC 200 against Mark Hunt while still under contract with WWE. After the announcement was made regarding Lesnar’s return to UFC, WWE took to its own website to clarify things. An article at the time stated that he remained under contract to WWE, but had been granted a “one-off opportunity” to compete at the event and would return to compete at SummerSlam a month following the July 2016 fight.

WWE seemingly supported Lesnar’s decision, at least publicly, and went as far as streaming the weigh-ins on its website. When Lesnar defeated Hunt, the company continued to throw its support behind him, posting photos of the fight, as well. 

The return to UFC was a gamble for both ends of Lesnar’s career, as his star power in WWE could very well have been impacted if he lost to Hunt, especially by TKO, as Hunt was known for his knockout power. Lesnar had been absent from the sport since 2011 due to a battle with diverticulitis. When asked about the fight and if it could effect his marketability in the future, Lesnar told ESPN, “I really don’t give a s***.”

He won the bout by unanimous decision, but the result was later changed to a no contest due to Lesnar failing a drug test. Following the victory, Lesnar would go on to main event SummerSlam, where he infamously defeated Randy Orton by technical knockout when he hit “The Viper” with legitimate elbow strikes, busting him open. Lesnar retired from the UFC for good in 2017.