The return of OP to gaming stores in 2021(see "U.S. In-Store Play Suspension for 'Magic: The Gathering' Will End Soon") will be followed up by a year-long celebration of Magic's return to stores involving a partnership with Magic celebrity super fan Post Malone. Although the full nature of the partnership has not been disclosed, it will involve promoting the FNM program as more stores return to OP as the pandemic winds down.
"You'd be hard-pressed to find a bigger fan of Magic: The Gathering than Post Malone," said Nathan Stewart, Head of Franchise Marketing for WotC. "As a fan for years, he knows just how much Friday Night Magic means to players. We're thrilled to collaborate with Posty in ways that will allow his signature style, talent and love of the game to combine in ways fans will never forget."
Malone's relationship with Magic, to this point, has been as a player, a collector, and a social influencer. Earlier this year, Malone was reported to have spent thousands of dollars at a Frank & Son Collectible Show (see "Post Malone Spends Thousands on 'Magic: The Gathering' Singles"). With this announcement, WotC now appears to be looking to leverage Malone's star influence in a more official capacity to promote the Magic: The Gathering brand.