— It is unclear exactly how many sponsors pressured WWE to take action against Lars Sullivan, but it appears that Mars Wrigley Confectionery was one company that was furious after receiving a letter from a Reddit user. Their response to the user was:
“Thank you for reaching out to Mars Wrigley Confectionery with your comments. We learned of Lars Sullivan’s comments recently and share in your shock and disgust. As a values-based company, we find his behavior abhorrent and unacceptable. We have engaged the WWE to discuss this situation and seek to understand what actions they will take to swiftly address this matter. We hope this information is helpful and wish you a great day!”
— When Mars Wrigley Confectionery did put pressure on WWE, the company felt they had to act quickly to keep the story from exploding but there was never really interest in releasing Sullivan which is why the decision was made to levy a heavy fine instead.