World Wrestling Entertainment, Inc. (WWE) and digital sports platform Fanatics Inc. announced a comprehensive, long-term sports and entertainment partnership under which Fanatics will leverage its expanded digital sports platform to deliver a new, enhanced experience for WWE fans on the around the world in various business areas.
This includes an e-commerce presence and licensed merchandise, as well as physical, digital and NFT trading cards. In addition, the two US companies will work together to create an enhanced fan experience through Fanatics Commerce, Fanatics Collectibles and Candy Digital.
As part of the agreement, this summer Fanatics will exclusively launch the WWE Shop, a new e-commerce and mobile destination designed to provide fans around the world with access to an expanded assortment of WWE merchandise across all categories, including apparel, Title belts, headwear, accessories and more.
Fanatics will also own the rights to design, manufacture and distribute real-time, on-demand merchandise collections celebrating WWE moments and new and rising Superstars.
“WWE is one of the world’s most admired sports and entertainment companies, and it made sense to enable multiple pieces of our global Fanatics platform to create a unique, immersive fan experience. From e-commerce and licensed merchandise to trading cards and more, we will offer an incredible array of ways to help passionate WWE fans worldwide celebrate their favorite Superstars, top events and the WWE brand overall.” , commented Fanatics CEO Michael Rubin in a press release.
Fanatics Collectibles, the company’s trading card and collectibles division, will also become the exclusive provider of licensed physical and digital WWE Trading Cards, which will again feature the nostalgic Topps logo. Fanatics earlier this year acquired the 70-year-old Topps brand, which previously had a long-term relationship with WWE. This agreement will come into effect when WWE’s existing trading card rights expire in the next few years.
As part of the agreement, Candy Digital, Fanatic’s next-generation digital collectibles company, will become one of WWE’s premier NFT partners later this year, curating and creating a full line of NFT trading cards featuring WWE’s greatest moments and stars.