AEW has teased a major collaboration with the National Football League, with the official announcement scheduled for April 15. The company shared a teaser on social media indicating a joint project involving officially licensed merchandise — with NFL-themed lucha masks expected to be among the items revealed as part of the partnership.
The lucha masks were first previewed by Tony Khan during Super Bowl Radio Row in February, making the April 15 announcement the formal rollout of a project that has been in development for several months. No specific details have been confirmed regarding participating NFL teams, athletes involved in the branding, specific design elements, pricing, or distribution channels ahead of Wednesday’s reveal.
AEW’s NFL Partnership Adds Major Mainstream Sports Crossover Appeal to the Promotion’s Brand Partnerships
The collaboration represents one of AEW‘s most significant mainstream sports crossover partnerships since the company’s launch in 2019. An official NFL licensing deal places AEW merchandise in the same commercial tier as some of the most recognizable branded products in American sports, potentially introducing the promotion’s aesthetic and identity to a football audience that may have limited prior exposure to professional wrestling. Further details are expected when AEW formally presents the partnership on Wednesday, April 15.