Sponsored By

WWE and Fanatics Expand Partnership

Global event merch deal starts May 1.

License Global

April 21, 2023

2 Min Read
WWE x Fanatics Partnership announcement
WWE x Fanatics Partnership announcementFanatics

WWE and Fanatics have announced an expansion of their existing comprehensive, long-term sports and entertainment partnership, which will now see Fanatics assume operations of WWE’s global event merchandise business. The deal will kick off on May 1 before WWE’s premium live event, Backlash.

Under the expanded partnership, Fanatics Commerce, the company’s e-commerce, licensed merchandise and physical retail operations division, will manage the on-site event retail experience for WWE’s annual calendar of 300-plus events, including live events such as WrestleMania, Royal Rumble and SummerSlam.

Fanatics will work closely and collaboratively with world-class teams at WWE who previously operated the event retail business in-house for decades to optimize the event shopping experience for its growing global fanbase. This includes curating an enhanced in-venue product offering with more localized merchandise collections, creating innovative event retail stores and experiences, as well as utilizing Fanatics-operated team stores during various live events. Fanatics holds physical retail partnerships with more than 50 professional and college teams across several sports.

The expansion follows strong commercial results for WWE across its retail channels in 2022, including record-breaking demand for WWE merchandise. Fanatics became WWE’s global e-commerce partner in 2022, and the company saw record-breaking sales at events likeerestleMania, Royal Rumble, Money In The Bank and SummerSlam, among others.

“Fanatics has been an amazing partner and will immediately bolster WWE’s event retail business,” sys Alex Varga, senior vice president and head, corporate development, WWE. “Expanding our partnership will allow WWE to further expand our offering to fans and grow merchandise revenue in 2023 and beyond.”

In March 2022, WWE and Fanatics announced a long-term partnership that would utilize many parts of the Fanatics expanded digital sports platform to create a new, enhanced experience for WWE fans globally, including e-commerce, licensed merchandise and memorabilia, and physical and digital trading cards and collectibles.

“The WWE has built one of the most incredible global events portfolios across sports and entertainment, and we’re honored that they’ve tapped Fanatics to build on our overarching partnership together,” says Molly Adams, commerce chief strategic retail officer, Fanatics. “Through our expansive global footprint and event retail operations expertise, Fanatics is uniquely positioned to provide an unrivaled event retail experience for WWE’s passionate fans at hundreds of events worldwide.”

Read more about:

FanaticsWWE

About the Author(s)

License Global

License Global is the leading news source for the brand licensing industry, delivering award-winning editorial content including news, trends, analysis, and special reports about the global consumer product and retail marketplace.

Through its print edition, website, daily e-newsletter and event publications, License Global reaches more than 150,000 executives and professionals in all major markets. The magazine also serves as the official publication for the sector’s trade events, which include Licensing Expo, Brand Licensing Europe, Licensing Expo Japan, Licensing Expo Shanghai and the Licensing Leadership Summit.

Subscribe for updates directly into your inbox.

 

 

 

Subscribe and receive the latest news from the industry Article
Join 62,000+ members. Yes, it's completely free.

You May Also Like