WWE and Fanatics are expanding their relationship.
Starting May 1, right before WWE’s premium live event, Backlash, Fanatics will assume operations of world event merchandise business for the skilled wrestling entertainment group.
Fanatics already operates WWE’s e-commerce site and holds the rights for licensed merchandise and memorabilia for the organization, but it'll now manage the on-site retail operations as well for WWE’s 300-plus annual events including WrestleMania, Royal Rumble and SummerSlam.
Under the terms of the deal, Fanatics will work to boost the in-venue experience by offering more local collections, creating progressive retail stores and utilizing Fanatics-operated team stores during events. Fanatics already has partnerships with greater than 50 skilled and college teams across several sports.
“Fanatics has been an incredible partner and can...
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