Whatnot Partners With UFC Fighter Jorge Masvidal

Whatnot has entered the octagon.

The Marina del Rey-centered livestream procuring platform introduced a partnership with blended martial artist Jorge Masvidal on Monday that will see the UFC fighter start his possess shopping channel on Whatnot.

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Masvidal will go dwell weekly on the channel, named The BRKRZ, to auction off products this sort of as UFC investing playing cards and his have assortment of items. The channel will also contain appearances by other experienced fighters, and aims to give viewers an within look at Masvidal’s lifetime as he trains and travels for fights.

Although Whatnot received its start off as a market for geeky collectables like Pokémon cards and Funko Pops, the partnership with Masvidal speaks to its current endeavours to increase its viewers amongst sporting activities fans. Whatnot’s celebrity buyers include things like athletes like NBA participant Andre Iguodala and YouTuber-turned-boxer Logan Paul.

“Sports playing cards and memorabilia have been the prime group on the platform given that we launched it in early 2021, and we are thrilled to welcome Jorge and his workforce as an official sports partner,” mentioned CEO Grant Lafontaine in a statement.

In September, Whatnot attained unicorn status by raising a $150 million Collection C spherical at a $1.5 billion valuation. That deal capped off a prolific yr of fundraising for the startup that saw it raise a $20 million Series A round and $50 million Series B round.