The WWE and Fanatics have agreed to a long-term sports entertainment partnership. That will see the WWE’s e-commerce and licensed merchandise offerings to expand. Physical, digital, and NFT trading cards will all be available.
As part of the agreement, Fanatics will relaunch WWE Shop, a new e-commerce and mobile destination. That will sell clothes, hard goods like title belts, hats, and accessories, as well as other merchandise. Fans will also collaborate with WWE’s in-house team. To design and deliver merchandise collections as soon as possible to commemorate major sporting events.
The company’s trading cards and collectibles branch, Fanatics Collectibles, will also become the only producer of licensed WWE physical and digital trading cards, which will feature the Topps logo once again. Earlier this year, Fanatics purchased the 70-year-old Topps brand, which had a long-standing association with WWE. When WWE’s current trading card rights expire in the next several years, that deal will begin.
Candy Digital, Fanatics’ digital collectibles firm, will become one of WWE’s key NFT partners later this year. Curating and building a broad spectrum of NFTs highlighting WWE’s biggest moments and performers with Candy’s team of digital artists, designers, and developers.
WWE & Fanatics CEO’s remarks
“WWE is one of the most widely admired sports and entertainment properties worldwide. And it made perfect sense to activate many parts of our Fanatics global platform. To create a first-of-its-kind, all-in fan experience,” said Fanatics CEO Michael Rubin. “From e-commerce and licensed merchandise to trading cards and more, we’re going to offer up an incredible set of capabilities to help WWE’s passionate fans worldwide celebrate their favorite Superstars, marquee events, and the WWE brand overall.”
“We believe this multiplatform partnership will set a new standard for WWE e-commerce, apparel, and merchandise while providing our fans globally with more ways than ever to engage with WWE and our Superstars,” said Vince McMahon, chairman, and CEO of WWE.
Fanatics, the digital sports and merch platform, received another $1.5 billion earlier this month. Putting the company’s valuation at $27 billion. The company began as an online sports merch company. But it has now grown into a global digital sports platform that incorporates Topps as well as a sports gambling and iGaming segment. It also owns 50% of Lids, a retailer of headwear, sportswear, and accessories, and recently launched Candy Digital, which offers NFTs.
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