Fanatics will operate the WWE's live event merchandise sales, the latest deal for the growing sports business company.
Becky Lynch, Lita and Trish Status wrestle Damage CTRL during WrestleMania Goes Hollywood at SoFi Stadium on April 01, 2023 in Inglewood, California.is expanding its partnership with Fanatics, as the growing sports platform will now take over the global event merchandise business for the professional wrestling company.
"We've already experienced [Fanatics'] expertise in this category, and when we sat down and thought about how we could approach growing our retail business, we thought this could strengthen that growth," said Alex Varga, WWE senior vice president and head of corporate development. Varga said the expanded relationship with Fanatics will help WWE make a further "connection between our e-commerce channel and our event retail channel," which could mean ordering something from the merchandise stand that could then be delivered to your home later.
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