In a significant shake-up in the sports licensing arena, Fanatics has added a prestigious new partner to its portfolio. According to sources within the industry, the UFC, under the umbrella of Endeavor, will entrust its e-commerce and venue licensing rights to Fanatics starting in 2024. This move ends Legends' tenure with these rights, which began in 2017 after a robust Request for Proposal (RFP) process.
In a significant shake-up in the sports licensing arena, Fanatics has added a prestigious new partner to its portfolio. According to sources within the industry, the UFC, under the umbrella of Endeavor, will entrust its e-commerce and venue licensing rights to Fanatics starting in 2024. This move ends Legends' tenure with these rights, which began in 2017 after a robust Request for Proposal (RFP) process.
The expansion of Fanatics' rights does not stop there. From next year, they will also be stepping into the ring of UFC trading card production and sales. This marks a new merchandise frontier for the company alongside UFC's premier licensing deals with heavy-hitters like EA Sports in gaming, Venum in fight wear, and DraftKings in the emerging market of Non-Fungible Tokens (NFTs).
Sources: https://www.sportsbusinessjournal.com/Articles/2023/11/01/ufc.aspx
