The media and entertainment company World Wrestling Entertainment, Inc., otherwise known as WWE, has inked a long-term partnership with the global digital sports platform Fanatics. According to the deal, Fanatics will work with WWE across various ventures such as officially licensed merchandise, trading cards, and non-fungible tokens (NFTs).

WWE Partners With Fanatics, Wrestling Entertainment Firm Will Work With Candy Digital

WWE has its eyes on non-fungible token (NFT) sales and on March 28, the company signed a long-term deal with the digital sports platform Fanatics. The company is led by Michael Rubin and it offers licensed sports merchandise via Fanatics Commerce, collectibles, trading cards, and NFTs through the company’s NFT platform Candy Digital.

The wrestling entertainment firm WWE will work with the company’s offerings Fanatics Commerce, Fanatics Collectibles, and Candy Digital. “Fanatics is the industry leader and Michael Rubin is a visionary,” said Vince McMahon, WWE’s chairman and CEO. “We believe this multi-platform partnership will set a new standard for WWE e-commerce, apparel and merchandise, while providing our fans globally with more ways than ever to engage with WWE and our superstars,” McMahon added.

The partnership with Fanatics’ Candy Digital is not WWE’s first foray into the NFT industry. Last October, WWE announced a long-term deal with Fox Entertainment and Bento Box Entertainment (BBE). The deal with Fox and BBE said it was going to be a multi-year agreement and WWE NFTs would be minted by Eluvio’s blockchain technology. WWE’s latest deal will see Candy Digital also become one of the wrestling entertainment company’s non-fungible token tech partners.

“Under the pact, later this year Fanatics’ next generation digital collectibles company, Candy Digital, will become one of WWE’s primary NFT partners,” Fanatics disclosed. “Candy’s team of world-class digital artists, designers, and technologists will curate and build a full range of high-quality trading card NFTs featuring WWE’s biggest moments and stars.” During the announcement, Fanatics CEO Michael Rubin said the well-known entertainment firm is a perfect fit for the global digital sports platform.

“WWE is one of the most widely admired sports and entertainment properties worldwide, and it made perfect sense to activate many parts of our Fanatics global platform to create a first-of-its-kind, all-in fan experience,” Rubin remarked. “From e-commerce and licensed merchandise to trading cards and more, we’re going to offer up an incredible set of capabilities to help WWE’s passionate fans worldwide celebrate their favorite superstars, marquee events, and the WWE brand overall.”

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