World Wrestling Entertainment (WWE) announced on October 27, 2021, that it has entered into a multi-year exclusive agreement with Fox Entertainment and Bento Box Entertainment to launch a dedicated non-fungible token (NFT) marketplace. This marks the second major partnership between the two media giants, following Fox Sports' acquisition of the weekly show "Friday Night Smackdown" in 2019, and represents a significant convergence of sports entertainment and blockchain technology.
Official NFT Marketplace to Cover WWE's Full Asset Catalog
The marketplace will offer licensed digital tokens and collectibles showcasing WWE superstars — including John Cena, Roman Reigns, and others — as well as iconic moments from the company's extensive history dating back to its founding in 1953. Key events such as Wrestlemania and SummerSlam will feature prominently, with the NFTs spanning everything from championship wins to emotional storylines. The platform is powered by Eluvio's blockchain technology, the same infrastructure used for Fox's earlier "The Masked Singer" NFT marketplace.
A standout feature is the interoperability of WWE NFTs across Ethereum and other blockchains. According to the announcement, Eluvio will authenticate all tokens, ensuring seamless transferability and broadening the potential collector base. Users will need to use a digital wallet provided by Eluvio to participate in promotions and purchases.
Smackdown Show to Drive Fan Engagement
Scott Zanghellini, WWE's Senior Vice President of Revenue Strategy and Development, stated: "This new partnership allows us to deepen our relationship with Fox, as we continue to explore new and creative ways to engage our passionate fanbase." The weekly broadcast of Friday Night Smackdown on Fox will play a central role in marketing the NFT marketplace, with in-show integrations, QR codes, and exclusive content drops designed to guide millions of television viewers to the platform.
The deal extends an existing relationship: Fox Sports secured the broadcast rights for Smackdown in 2019 at an estimated $250 million per year over five years. Analysts view this NFT venture as a natural next step, creating a closed-loop fan economy where TV exposure drives digital ownership and generates incremental revenue.
Launch Date and Marketplace Name Yet to Be Revealed
WWE has not yet disclosed the official name or launch date of the NFT marketplace, promising to reveal those details in the coming weeks. The platform will require users to set up an Eluvio wallet, which offers a more user-friendly custodial experience compared to typical crypto wallets.
With WWE's entry, the sports entertainment NFT landscape expands further. Previous successes like NBA Top Shot and UFC Strike have validated the model for major leagues, and WWE's global fanbase of over 450 million, combined with its annual schedule of more than 450 live events, positions it uniquely for high-frequency digital collectible interactions. What do you think about WWE teaming up with Fox to deliver official WWE NFTs? Let us know in the comments below.