Whatnot has entered the octagon.
The Marina del Rey-based live-stream shopping platform announced a partnership with mixed martial artist Jorge Masvidal on Monday that will see the UFC fighter launch his own shopping channel on Whatnot.
Masvidal will go live weekly on the channel, called The BRKRZ, to auction off items such as UFC trading cards and his own collection of merchandise. The channel will also include appearances by other professional fighters, and aims to give viewers an inside look at Masvidal’s life as he trains and travels for fights.
While Whatnot got its start as a marketplace for geeky collectables like Pokémon cards and Funko Pops, the partnership with Masvidal speaks to its recent efforts to grow its audience among sports fans. Whatnot’s celebrity investors include athletes like NBA player Andre Iguodala and YouTuber-turned-boxer Logan Paul.
“Sports cards and memorabilia have been the top category on the platform since we launched it in early 2021, and we are thrilled to welcome Jorge and his team as an official sports partner,” said CEO Grant Lafontaine in a statement.
In September, Whatnot attained unicorn status by raising a $150 million Series C round at a $1.5 billion valuation. That deal capped off a prolific year of fundraising for the startup that saw it raise a $20 million Series A round and $50 million Series B round.