Fanatics to run on-site retail for World Wrestling Entertainment
Fanatics is expanding its partnership with Vince McMahon’s World Wrestling Entertainment.
The sports licensing and online merchandise platform said it will take over operations of WWE’s global event merchandise business. The deal will kick off on May 1 before WWE’s premium live event, Backlash, which will be hosted by the popular singer and rapper Bad Bunny.
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 premium live events such as WrestleMania, Royal Rumble and SummerSlam.
Fanatics will work closely with WWE teams, who previously operated the event retail business in-house, 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.
“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,” said Molly Adams, chief strategic retail officer, Fanatics Commerce.
In March 2022, Fanatics entered into a long-term partnership with WWE to become the wrestling company’s global e-commerce partner. The agreement was expanded to include licensed merchandise, memorabilia, trading cards and collectibles.
“Fanatics has been an amazing partner and will immediately bolster WWE’s event retail business,” said Alex Varga, WWE senior VP, 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.”
Earlier this month, Fanatics acquired Epi, a leading Italian sports merchandise company that operates the official online and retail stores of several top Italian football clubs.
The acquisition came as Fanatics has been expanding in international markets. The company has partnerships with leading sports clubs and organizations across the world.