Sports collectible giant Fanatics has entered into a long-term, multi-channel licensing deal with WWE.
The deal will provide the world’s premier wrestling federation with a wide variety of opportunities across all of Fanatics’ platforms. WWE entered into the deal to create more opportunities for its fans to express their passion for the WWE and its colorful cast of wrestling stars.
The two companies say they will work on a combined campaign using Fanatics Commerce, Fanatics Collectibles, and Fanatic’s new NFT platform Candy Digital.
“We believe this multi-platform 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 WWE CEO Vince McMahon.
With the agreement signed, Fanatics is now set to introduce a new and exclusive e-commerce destination on web and digital called the WWE Shop. The online store will give wrestling fans direct access to a wide assortment of branded merchandise, including apparel, accessories, and collectible goods like title belts and NFTs.
Prior to this agreement WWE has successfully grown a large and lucrative in-house business, but the parties felt Fanatics can add greater reach through a collaborative campaign with the WWE marketing team.
“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 favourite Superstars, marquee events and the WWE brand overall.”
The deal will also include the newly formed Fanatics Collectibles, which is the trading card division formed when Fanatics decided to go head to head with Topps, Panini and Upper Deck, and later acquired Topps in January this year. Fanatics Collectibles will become the exclusive provider of physical and digital trading cards for the WWE, which will bear the Topps logo.
Prior to the acquisition, Topps had a long-standing relationship with the WWE, which likely helped Fanatics land this overall contract.
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