The WWE and Authentic Brands Group, LLC (ABG) announced a joint venture with Tapout as the brand formerly tied with MMA and the UFC will now be the official fitness and training partner of the WWE.
The partnership is reported as a 50/50 joint venture per the Sports Business Journal. According to the WWE release, it will integrate Tapout across WWE’s global platforms including TV programming, the WWE Network, pay-per-view broadcasts, live events, digital and social media.
As one might expect, the WWE will create advertising and marketing with its Superstars and Divas outfitted in Tapout gear. It will also be prevalent through the WWE Performance Center in Orlando, Florida and all “performers, trainers and staff” will don the Tapout workout gear.
The Tapout brand is described as “a newly repositioned fitness lifestyle brand” in the press release. More from the press release regarding Tapout:
The next generation of Tapout™ preserves the original brand essence and drives a hard-body, fitness-centric message positioned around motivation, discipline and determination. An all new line of men’s and women’s performance apparel and accessories will launch at retail in Spring 2016. New Tapout™ branding and packaging will roll out in key categories throughout 2015 starting with beverages, supplements and fitness centers.
Payout Perspective:
There were many rumors about the partnership and the official announcement coincides with Wrestlemania week. Although not the same as the UFC-Reebok deal, it accomplishes the same premise of partnering with brands in an effort to increase audience and revenue. With the fitness industry apparently expanding, the WWE and Tapout will seek to make a dent into the market as well.
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