WWE Expands Partnership With Fanatics

After they started working together in March 2022, WWE and Fanatics have now expanded their partnership which sees Fanatics take over operations of WWE's global event merchandise business. The new deal will begin on May 1 ahead of WWE's Backlash pay-per-view in Puerto Rico on Saturday, May 6. 

The new partnership will see Fanatics operate the on-site event retail experience for all of WWE's shows. The new team will collaborate with WWE employees who previously operated the merchandise stands and stores at events.

Alex Varga, WWE Senior Vice President and Head of Corporate Development, said: "Fanatics has been an amazing partner and will immediately bolster WWE's event retail business. Expanding our partnership will allow WWE to further expand our offering to fans and grow merchandise revenue in 2023 and beyond."

WWE saw record-breaking demand for merchandise in 2022, the company has claimed. Record-breaking merch sales took place at WrestleMania 38, Royal Rumble, Money in the Bank, and SummerSlam last year, among other events. Along with on-site merchandise, Fanatics operates WWE's online merch sales in the United States, the United Kingdom and other countries.