The return of “King of the Hill” is off to a big start on Hulu, where it has been one of the platform’s top performing shows since Monday’s premiere. Helping spread the word and reintroduce Hank Hill, family and friends to audiences, Disney Entertainment Television struck a number of marketing tie-ins, activations and other partnerships. That has included everything from Fortnite and NASCAR to Whataburger, as well as custom content with podcaster Theo Von, the show’s recent San Diego Comic-Con attraction and a new multi-year licensing deal to bring Alamo Beer to consumers.

Also on tap: “out-of-home takeovers” in Major League Baseball stadiums via multiple St. Louis and Texas games; also in Professional Bull Riding rings, Walmart locations, theaters and LiveNation summer concerts across the country, in addition to signage and in-room TV promos at Disney resorts plus “King of the Hill” mentions at the D23 Fan Event at El Capitan Theatre and at the F1 Miami Grand Prix. And franchise launches are to come with FunkoPops, Thank You Skateboards and Brickcraft.

“It’s been 28 years since ‘King of the Hill’ premiered, so our team set out to build a bespoke campaign celebrating the show’s legacy and targeting viewers of the original series, while also making it feel fresh and modern for a whole new generation of fans,” said Shannon Ryan, president, Marketing, Disney Entertainment Television, who was part of the team who helped originally launch “King of the Hill” on Fox back in 1997.

“Our goal was to create a cultural moment as iconic as Hank Hill himself — with every touchpoint thoughtfully crafted to reflect the DNA of this beloved series,” she added. “We wanted to go as big as Texas, so we focused on clever executions and bold partnerships that we felt would resonate and connect with fans of all ages.”

Here are some of the tie-ins:

“This Past Weekend w/ Theo Von” Podcast: An animated Hank Hill was seen being interviewed by podcast host Theo Von in a two-and-a-half minute interview set to air as an embedded spot during the Aug. 4 episode (which featured guest “The Rizzler”). The spot was also shared on the podcast’s, “King of the Hill,” Hulu and Disney+ social handles.

Alamo Beer: Disney struck a multi-year deal for a licensed Alamo Beer product, with limited distribution planned for 2025 and a nationwide rollout in 2026. The licensed product is now available at H-E-B stories in Texas.

Whataburger: The popular burger chain is featuring “Hank Hill’s Favorite Burger” – the #2 Double Meat Whataburger – at all of its 1,000+ US locations through Sept. 29. That includes in-restaurant promotion, as well as through digital marketing.

NASCAR: “King of the Hill” became the primary sponsor of Iowa racer Joey Gase during Iowa’s sold-out NASCAR doubleheader weekend. That included Full custom car wrap, custom fire suit, and custom pit crew shirts. Gase will drove in the NASCAR Cup Series Iowa Corn 350 Powered by Ethanol for Garage 66 on Sunday, Aug. 3, and in the NASCAR Xfinity Series Hy-Vee Perks 250 for Joey Gase Motorsports on Saturday, Aug. 2.

San Diego Comic-Con: Behind the San Diego Convention Center, the “King of the Hill” immersive backyard experience recreated Arlen, Texas, with lawn games, cans of Alamo (water), photo ops, custom trucker hats and prizes such as aprons, Alamo koozies, pins and King of the Hill-inspired tattoos. According to Disney, 9,455 guests visited the pop-up, with lines stretching down the San Diego marina. Also at Comic-Con, a 9,000 square foot digital billboard promoting the show sat in front of the convention center and custom artwork could be found in the Hilton hotel elevators.

Fortnite: A “Dad Pack” timed to Father’s Day featured Hank Hill and other 20th TV Animation characters, timed to Father’s Day.

WWE: For the WWE’s “Friday Night Smackdown” show in Boston on August 15, a custom wrestling mat will feature “King of the Hill” signage and “King of the Hill” digital creative will be shown throughout the arena. WWE superstars Sheamus and Johnny Gargano will create videos inspired by moments from the show.

ATX TV Festival: Following an expertly moderated reunion/revival panel for “King of the Hill,” 300 guests enjoyed a backyard BBQ reception featuring food, games, “KOTH” branded Yeti tumblers and a photo op with Hank, Dale, Boomhauer and Bill.