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Factory-made pact

Lucha Libre's colorful wrestlers are looking to travel

Lucha Libre’s colorful wrestlers are looking to travel.

Organizers behind the wrestling entertainment experience that has been popular mostly in Mexico since the 1930s, have paired up with FactoryMade Ventures to grow the sports league in the U.S. and overseas territories.

Through the partnership with Lucha Libre AAA, FactoryMade will help reinvent the sport by producing live events, broker sponsorship, pay-per-view TV deals, develop scripted and non-scripted series and grow its licensing and merchandise biz.

Goal is to take the league, a household name in the Latino community and second most-popular sport behind soccer, and make it a dynamic, general audience entertainment brand in the U.S., according to FactoryMade’s execs John Fogelman and Cristina Patwa.

Joint venture will hold exclusive licenses in all territories excluding Mexico to the wrestling league, including its brand, over 250 characters known as Luchadores and its multi-platform entertainment formats. Company’s events already have taken place in New York City’s Madison Square Garden, San Jose’s HP Pavilion, the Los Angeles Sports Arena and Korakuen Hall in Tokyo.

As part of the effort, the companies are also working with transmedia specialist Starlight Runner Entertainment to develop multi-platform entertainment projects for Lucha Libre to introduce the sport to new audiences.

“The team united behind bringing Lucha Libre AAA to the United States has provided us with an extraordinary opportunity to use our transmedia techniques to build an exciting multi-platform world of heroes, villains and spectacle,” said Starlight Runner CEO Jeff Gomez.

The FactoryMade deal was brokered with Lucha Libre AAA owners Marisela Pena Herrada, Joaquin Roldan Retana and Dorian Roldan Pena, and Antonio Cue Sanchez-Navarro, a real estate, finance and sports entrepreneur in Mexico.

FactoryMade was recently launched by CEO Fogelman, a former WME board member, and co-CEO Patwa, previously head of WME’s strategic planning arm.

The two have previously worked with corporate brands Telefonica and JCP; and helped grow Hasbro’s film and TV business, which has resulted in the “Transformers” and “G.I. Joe” franchises, as well as the Hub kids cabler, with Discovery Communications. Lucha Libre becomes the latest Latin-themed venture in FactoryMade’s portfolio after partnering on Tres Pistoleros Studios and the El Rey Network, an English-language U.S. cable channel with Robert Rodriguez that’s backed by Comcast Corp. and launches Jan. 1.

Lucha Libre AAA was founded in 1992 by Antonio Pena Herrada, and has become Mexico’s dominant wrestling league with an audience of 1 million people who watch more than 1,000 live events per year.

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