Fanatics reported that it expanded its long-term sports and entertainment agreement with the WWE to include operating its global event merchandise business. The deal goes into effect May 1 before WWE’s live event, Backlash.
Under the expanded partnership, Fanatics Commerce, the company’s e-commerce, licensed merchandise and physical retail operations division, will manage on-site retail for WWE’s annual calendar of 300-plus events, including live events.
Fanatics will work with WWE’s team, who previously operated the event retail business in-house, to optimize event shopping worldwide, including curating in-venue products and more localized merchandise collections, creating event retail stores and experiences, and using Fanatics-operated team stores during live events.
Fanatics became WWE’s global e-commerce partner in 2022.
“Fanatics has been an amazing partner and will immediately bolster WWE’s event retail business,” said Alex Varga, WWE senior vice president and head of corporate development. “Expanding our partnership will allow WWE to further expand our offering to fans and grow merchandise revenue in 2023 and beyond.”
In March 2022, Fanatics and the WWE announced a long-term partnership that would use parts of Fanatics’ digital sports platform to create a new, enhanced experience for WWE 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,” said Molly Adams, Fanatics commerce chief strategic retail officer. “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.”
