Sports retail giant Fanatics has struck a multi-pronged business deal with WWE to take over the venerable wrestling promotionβs e-commerce operations, create trading cards and NFTs, and manufacture new apparel and merchandise.
Financial terms were not disclosed, nor number of years other than βlong term,β the companies said in a joint statement Monday morning.
The announcement comes days ahead of WrestleMania 38, scheduled for April 2-3 at AT&T Stadium in Dallas.
The deal represents Fanatics using for the first time the full weight of its multiple business units to strike a major deal with an entertainment property. The retailer has been expanding its portfolio for several years and has seen enormous outside investment that today values the company at $27 billion.
The new Fanatics-WWE relationship is three separate deals negotiated roughly concurrently.
The Fanatics Commerce operation, known for its vast line of licensed sports merchandise…
