Fanatics assumes operations of WWE’s global event merchandise business

By

Jennifer Braun

Published
Apr 18, 2023

U.S. digital sports platform Fanatics is expanding its partnership with WWE to assume operations of its global event merchandise business. 

As part of the partnership, kicking off May 1, Fanatics’ 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 continue to work with teams at WWE who previously operated the event retail business in-house. To optimize the event shopping experience, it aims to curate an enhanced in-venue product offering with more localized merchandise collections, as well as create innovative event retail stores and experiences, and use Fanatics-operated team stores during various live events. 

“Fanatics has been an amazing partner and will immediately bolster WWE’s event retail business,” said Alex Varga, WWE senior vice president, 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.”

WWE and Fanatics first partnered in March 2022 to 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.

To date, Fanatics holds physical retail partnerships with more than 50 professional and college teams across several sports.

“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.”