The sports world and the sports collectibles world keep managing to find new avenues to grow their brands and expand their reach. A news announcement was released that World Wrestling Entertainment, Inc. (NYSE: WWE) and Fanatics have entered into a comprehensive long-term sports and entertainment partnership.
According to the release, Fanatics will utilize its expanded digital sports platform to create a new and enhanced experience for WWE fans across several businesses. The pact includes WWE’s e-commerce and licensed merchandise. It also includes WWE’s physical, digital, and non-fungible token trading cards.
Fanatics Collectibles will become the exclusive provider of licensed WWE physical and digital trading cards that will once again be under the Topps logo. Topps had previously held a long-term relationship with WWE, and that will begin when WWE’s existing trading cards rights expire over the next few years.
The pact announced is referred to as a first-of-its-kind deal and WWE will create an amplified sports and entertainment experience for its growing global fanbase. The businesses that will work together in this pact include Fanatics Commerce, Fanatics Collectibles and Candy Digital. The release noted:
Through the ground-breaking deal, WWE will benefit from many capabilities across the Fanatics platform to create more opportunities for its global fanbase to showcase their pride and passion for WWE, its marquee events, and star-studded roster.
During the summer of 2022, Fanatics will exclusively re-introduce a new e-commerce and mobile destination as the WWE Shop. The WWE merchandise will include apparel and hard goods (title belts, headwear, accessories and more). The company will also add rights to design, manufacture and distribute real-time, on-demand merchandise collections to celebrate unpredictable WWE moments and new and emerging superstars.
Vince McMahon, WWE Chairman & CEO, said in the announcement:
Fanatics is the industry leader and Michael Rubin is a visionary. 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.
The move brings together even more sports exclusives for the rapidly expanding Fanatics empire. Financial terms were not disclosed in this news announcement, and WWE shares were down less than 1% on a down day in the stock market. At $60.65, WWE’s market capitalization is roughly $4.5 billion and its shares have a 52-week trading range of $46.81 to $70.72.
