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Fanatics, WWE strike major business deals for e-commerce, trading cards, NFTs and merch – The Athletic

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Sports retail giant Fanatics has struck a multi-pronged business deal with WWE to take over the venerable wrestling promotion’s 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 β€œlong term,” 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…

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