WWE's official online merchandise store, WWEShop.com, is now being operated by online retailer Fanatics.
This recent change is apparent on the site itself. Where once a "WWE Shop" logo sat alone in the top left corner, it now has "A Fanatics Experience" written beneath it.
Wrestlenomics' Brandon Thurston spotted this on Wednesday:-
https://t.co/gp2gUn9ao5 is now operated by Fanatics as of yesterday.Advertisement— Brandon Thurston (@BrandonThurston) July 20, 2022
The news comes following a March release announcing the WWE/Fanatics partnership. Per WWE.com:-
WWE and Fanatics today announced a comprehensive, long-term sports and entertainment partnership that will see Fanatics utilize its expanded digital sports platform to create a new, enhanced experience for WWE fans globally across several businesses, including e-commerce and licensed merchandise, as well as physical, digital, and non-fungible token (NFT) trading cards. Through the ground-breaking deal, WWE will benefit from many capabilities across the Fanatics platform to create more opportunities for its global fanbase to showcase their pride and passion for WWE, its marquee events, and star-studded roster.
Founded in 2011, Fanatics currently works with such sports leagues as the NBA, NFL, NHL, MLB, Formula 1, and more, operating online merchandise stores for the majority. WWE's consumer products business was worth around $101 million in 2021 per that year's financial reports.