WWE and Fanatics have announced an expansion of their existing sports and entertainment partnership.
The association, which will begin on May 1 before WWE’s Backlash pay-per-view event, will now see Fanatics assume operations of WWE’s global event merchandise business.
Fanatics Commerce, the company’s e-commerce and licensed merchandise division, will manage the on-site event retail experience for WWE’s annual calendar of 300-plus events, including WrestleMania, Royal Rumble, and SummerSlam.
Fanatics became WWE’s global e-commerce partner in 2022, resulting in record-breaking sales at WrestleMania, Royal Rumble, Money In The Bank, among other events.