AEW and NFL Set to Launch Officially Licensed Merchandise Collaboration

All Elite Wrestling is preparing to bridge the gap between professional wrestling and professional football. The promotion has teased an official announcement coming this Wednesday, April 15, regarding a first-of-its-kind AEW and NFL collaboration centered on officially licensed merchandise.

The partnership is expected to focus on a specialized line of NFL-themed lucha masks, a project Tony Khan first unveiled in February. According to reports, these masks will be available for all 32 NFL teams, allowing fans to represent their favorite football franchise through the lens of lucha libre culture.

Draft Night Launch and Availability

The timing of the release is strategically aligned with one of the biggest events on the football calendar. The masks are scheduled to go on sale Thursday, April 23, coinciding with the opening night of the 2026 NFL Draft.

Fans will be able to purchase the team-specific masks directly through ShopAEW.com. The move transforms a creative concept into a commercial reality, expanding AEW’s retail footprint into the massive NFL fan base.

“It’s really exciting to be able to talk about a partnership that I’ve always dreamed of,” Tony Khan said during a Super Bowl Radio Row appearance. “I’ve always wanted the NFL and AEW to work together. This is a Jacksonville Jaguars lucha libre mask. But I’m so excited about it because they will be putting this up and these will be available for all 32 NFL teams.”

Khan emphasized that this partnership has been a long-term goal, stating, “It’s a dream I’ve been working on for years… Whoever your NFL team is, whatever football team you’re a fan of, you’ll be able to get an All Elite Wrestling NFL mask for your team.”

The Khan Family Connection

While the partnership may seem like a surprising crossover, the infrastructure for such a deal has existed within the Khan family for years. Tony Khan’s father, Shahid Khan, is the owner of the Jacksonville Jaguars and an investor in AEW. The family’s sports portfolio similarly includes ownership of the Premier League soccer club Fulham FC.

Tony Khan himself maintains a multifaceted role across these organizations. In addition to founding and leading AEW, he serves as the Chief Football Strategy Officer for the Jacksonville Jaguars and the general manager of Fulham. This intersection of leadership roles provided the natural bridge necessary to negotiate an official licensing agreement with the NFL.

A Competitive Merchandising Landscape

AEW is not the first wrestling promotion to find common ground with the NFL. The league currently maintains a separate merchandising relationship with WWE, which sells custom WWE championship belts through retail partnerships with Fanatics.

By focusing on lucha masks, AEW is carving out a distinct niche in the licensed apparel market. Rather than duplicating the championship belt model, AEW is leveraging the visual identity of lucha libre to create a unique collectible for football fans.

The official confirmation is expected to drop tomorrow, providing further details on the designs and pricing for the collection. The next major milestone for the partnership will be the official storefront launch on April 23.

Do you plan on picking up a mask for your team? Let us know in the comments below.