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In a recent turn of events, World Wrestling Entertainment (WWE) has taken a decisive step by terminating its relationship with a significant partner.

This decision comes in the wake of an alleged breach of contract, and the ramifications are already making waves in the sports entertainment industry.

Two weeks prior, WWE made the bold move of ending its association with Panini, even though there were more than two years remaining in their agreement.

This termination wasn’t just a mere contractual decision. The company has raised concerns that Panini continues to sell products, which, according to WWE, is a violation of their agreement. As a result, the newly merged company with UFC is now actively seeking an injunction against Panini to address this violation.

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WWE: Fanatics Steps into the Spotlight

Interestingly, this development has paved the way for Fanatics, a major player in the sports merchandise arena.

Reports from Darren Rovell, a reporter for Action Network, suggest that Fanatics, which was slated to commence its deal with WWE in 2026, might now acquire the rights much sooner than anticipated:

Trading Cards: A New Era

One of the key aspects of the Fanatics-WWE partnership is the transition of trading cards. Fanatics Collectibles, a division of the company dedicated to trading cards and collectibles, is set to become the exclusive provider of licensed WWE physical and digital trading cards.

These cards will bear the iconic Topps logo, a brand that Fanatics acquired earlier. It’s noteworthy that Topps had a longstanding relationship with WWE, and this new deal with Fanatics will kick off once WWE’s current trading card rights expire in the coming years.

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WWE’s Strategic Moves

The termination of the deal with Panini comes at a time when there have been significant changes in WWE’s corporate landscape.

Endeavor’s acquisition of WWE has been finalised. Interestingly, this acquisition wasn’t complete two weeks ago when WWE decided to cut ties with Panini.

Post-acquisition, the parent company, Endeavor, has merged two of its major brands, UFC and WWE, to form a new entity named TKO Holdings. This merger is expected to reshape the dynamics of the sports entertainment industry.

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