The NFL’s Merch Deal with WWE is Either Expanding or Ending
During Super Bowl weekend, the NFL downplayed any issues from WWE or AEW about having merchandise deals with both promotions.
In February, the NFL said they would “soon” be expanding its merchandise deal with WWE. Four months later, there has been no announcement and no update.
For the past two weeks, NPW has reached out to both the NFL and WWE several times for comment. The NFL responded they would provide an update but did not provide one. WWE did not reply to our emails.
NOTE: This article will be updated if/when the NFL or WWE responds.
The original inquiry came in February, as news broke that AEW, WWE’s main rival, was about to start its own merchandise deal with the NFL. AEW owner Tony Khan first shared details during the lead-up to the Super Bowl and the lucha masks, branded for each of the league’s 32 teams, officially went on sale before the NFL Draft.
At the time, this reporter believed it meant the NFL was ending its deal with WWE, since WWE has previously enacted non-compete clauses for other wrestling promotions when making deals. For example, Wrestlenomics reported in May that WWE’s previous tv contracts with NBCU and Fox included specific clauses prevented either from working with any other pro wrestling promotion.
During Super Bowl weekend, the NFL told me – before NPW had launched – that the WWE deal was not ending and would instead be “expanding” in the near future. The NFL, at the time, downplayed any notion of choosing sides in this promotional battle.
We also asked the NFL for any insight into how AEW’s lucha masks are selling or if there were any issues from either wrestling company about the league working with both.
The NFL’s deal with WWE was made official in August 2023, and the replica belts are available online for $599. WWE has similar deals with other major sports leagues in the United States, including the NBA, NHL, and MLB to sell team-branded belts.
The WWE deal with the NFL raised eyebrows from the beginning, since Khan’s father Shad is the owner of the Jacksonville Jaguars. It was reported that the Jags’ version of the legacy belt was quickly removed from the online store upon launch.
Today, the AEW lucha masks, which cost $60, are only available online through AEW.
In fact, if you search for “AEW” or “All Elite Wrestling” on the NFL shop, you’ll be greeted with a list of the 26 available team-branded WWE belts.
