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WWE to push Tapout through Authentic Brands Group venture

The WWE wrestling organisation and intellectual property corporation Authentic Brands Group have announced a joint venture utilising fitness lifestyle brand Tapout.

Under the partnership, Tapout becomes the official fitness and training partner of WWE.

It will be integrated across WWE’s global platforms including television programming on its in-house WWE Network, pay-per-view broadcasts, live events, digital and social media.

Additionally, WWE will create new content featuring its athletes in Tapout apparel to market the brand across all platforms, while all performers, trainers and staff will be outfitted in the brand’s apparel at the WWE Performance Center in Orlando, Florida.

“WWE’s expansive reach provides a global platform to broaden Tapout’s presence and consumer base,” Nick Woodhouse, president and chief marketing officer at Authentic Brands Group, said. “This is a powerhouse pairing given the synergy between Tapout’s brand promise to be the premiere hard-body fitness brand, and WWE’s commitment to training and fitness.”

Michelle Wilson, WWE chief revenue and marketing officer, added: “The Tapout brand will enable us to expand into new product categories and further grow our current $1bn (€945m) consumer product retail business.”

Tapout has hitherto been renowned for its prominence in the mixed martial arts marketplace.