WWE and Fanatics reached a long-term partnership across e-commerce, licensed merchandise, trading cards and NFTs that will provide enhanced retail options for WWE fans. This summer, Fanatics will exclusively re-introduce a new, rapid e-commerce and mobile destination, WWE Shop, giving fans access to merchandise across all categories, including apparel, hard goods such as title belts, headwear and accessories. WWE has handled its online shop in-house for decades. Fanatics will also add rights to design, manufacture and distribute real-time, on-demand merchandise collections to celebrate WWE moments and new and emerging talent. WWE retains its in-venue merchandise business.
Fanatics Collectibles, the company’s trading cards and collectibles division, will become the exclusive provider of licensed WWE physical and digital trading cards, which will once again bear the nostalgic Topps logo. Fanatics earlier this year acquired the 70-year-old Topps brand, which previously held a long-term relationship with WWE. That deal will commence when WWE’s existing trading cards rights with Panini expire. Later this year, Fanatics’ digital collectibles company, Candy Digital, will become one of WWE’s primary NFT partners. Candy’s team will curate and build a range of trading card NFTs featuring WWE’s biggest moments and stars. The length and financial terms of the overall deal were not disclosed.
