Hi everyone. This is a list of 10 obstacles the recently announced promotion AEW Wrestling may look to overcome, to be successful in the long term.
The fans are buying in to the hype surrounding AEW, and I’m not saying we shouldn’t be excited. It’s invigorating hearing about a new promotion opening its doors, and I’m sure Double Or Nothing can do one better than last years All In. However, there are obstacles which can make or break AEW flourishing against its established alternatives.
It’s too early for me, so I remain skeptical in its potential. We all want to see something fresh, and for years WWE’s dominance has made many fans dream of a revolution. They want competition. We should take a step back and look at what the future holds for AEW. There’s work to do, and hopefully there will be more announcements soon to answer some of our questions.
So what are the biggest obstacles Cody Rhodes, The Young Bucks, Chris Jericho, and the rest of AEW face? And what can they do to overcome them? Let’s get started.
#1. Exposure
Rome wasn’t built in a day, and neither was wrestling. It was around in the old days, but was more of a circus attraction. Eventually, wrestling grew in to territories holding regular events. Rules were established so promotions could prosper without crossing on other’s turf. Vince McMahon Jr. tore down the established order, going against the wishes of his own Father to establish the WWF as the dominant force over all. With superstars like Hulk Hogan, André The Giant, and “Macho Man” Randy Savage, the WWF flourished.
At the same time, the NWA/Jim Crockett Promotions were lucky to be bought out by Ted Turner’s TBS in 1988, giving birth to a new promotion called World Championship Wrestling. It took a few years, but with Ted’s money and TV deal, WCW became direct competition to the WWF by the mid-90s. What helped WCW was carrying on the legacy of JCP (had ran events since the 1930’s), and having the NWA World Heavyweight Championship with its rich history. A title they would gain valuable exposure with. Ric Flair, Ricky Steamboat, and Sting were major draws as their World Champions.
What does this little history lesson have to do with AEW? Well, they’re not piggybacking on the history of those who came before. It’s a clean slate, but never before has a new promotion immediately rocketed in to the stratosphere. Social media makes it’s easier to advertize and gain vast amounts of exposure, compared to when “word of mouth” was all there was .. but I doubt AEW can use it better than WWE. It’s an uphill struggle as it starts from zero, in every aspect of global exposure.
High exposure isn’t something you gain immediately. The Roman Empire took hundreds of years to form. Not just to build the empire, but to become feared as the dominant force over the world took longer. AEW is just a small tribe, going up against the immensely powerful WWE empire. So far, I think they’ve done a good job of getting the world buzzing. Can they keep the buzz going?
#2. It’s All In The Name
As much as “Don’t judge a book by its cover” has been used, human nature often goes against this advice. Sometimes a title, or even the picture placed on the front .. is enough to make someone decide. And it’s the same for most things in life. If a product has a dumb name, consumers will avoid the dumb product.
Is “AEW” a solid name? It will become synonymous with professional wrestling? The best names are simple. They accurately explain what they are. But was it the only name? Did they not hold a fan vote? Throw suggestions in to a hat and let them vote? For now, it’s simply playing off of “The Elite” stables name. Is it a placeholder? What do you think? Like anything, it can take time to accept a name.
If they are thinking about changing it at any point .. do it before the first show. Don’t wait to change it, if there’s any doubts at all. Don’t be (TNA) Impact. I guess this isn’t an obstacle, as much as it is ensuring the future doesn’t drop any unexpected news on their doorstep.
#3. Deep Pockets
Much of the excitement surrounding AEW stems from billionaire Shahid Khan & son Tony Kahn deep pocket investing. While having such incredible backing is an advantage, history is rife with examples of projects failing to sustain themselves. Couple of examples from the wrestling world include: Vince McMahon’s first attempt at an American Football league, and Ted Turner’s lack of control over WCW’s expenditure.
Having financial backing is one thing, but creating a business model capable of sustaining itself is another. TNA Wrestling’s former parent company Panda Energy had more money than Vince, yet Dixie Carter’s parents refused to increase her budget due to the lack of positive turnover. No matter how promising a project is, an investor would be ignorant to pump money in to a failing product. It took WWE decades to build itself from the ground up. They made smart decisions, while shying away from chance. Calculated risk, as Vince has alluded to.
A business model is as good as the numbers. Throwing money at something doesn’t produce a promising result. It’ll be interesting to see how AEW’s corporate structure evolves around talent like Cody, Brandi, and The Young Bucks; who are signed in executive roles. You need someone who can lead corporate, and in the beginning it will be Tony Kahn. He’s already serving in Vice Chairman roles for the Jacksonville Jaguars and Fulham FC, so how much time is he going to dedicate as it’s Chairman? Is it a side project to him? Or will Tony decide he needs to hand his other duties over so he can be what the company needs to prosper? All this hangs on how good Tony Kahn is with what comes next. The model needs to be self-sustaining.
#4. Leadership
Speaking of leadership, Tony Khan is inexperienced considering he has less than seven years experience in a top managerial position. Having passion is great, but turning it into good business practice? How’s his other projects doing? Let’s take a look at the Jacksonville Jaguar’s record.
Before Shahid took it over, the Jaguars (over 7 years) averaged 8 losses a season. After he took it over, the following 7 years netted them 11 losses a season on average; including them winning the league in 2017. They brought extra money, but it harmed their win/loss record outside the one exception. A downward trend.
Next up is Fulham FC, although it’s harder to gauge as they only took over in 2013. In the first year Shahid was frustrated with the managers not getting results, so he fired two of them in the same season. This caused Fulham to be relegated from the Premier League (top league) to the second division known as the EFL Championship. Former England international player Jamie Redknapp criticized the new management, and The Daily Telegraph stated the club was “no longer well run” as it had been under Al Fayed.
Fulham went from being consistently featured in the Premier League, to barely surviving relegation from the EFL Championship two seasons in a row. Kahn spent tons of money on transfer fees and new managers. It wasn’t til 2016-2017 did they rise again, as they came so close to getting promoted back to the Premier League. The following season, after a bad start, Fulham went undefeated for 23 games, and won their end season playoff to get promoted. Despite finally returning to where they originally were, this 2018-2019 season sees them stuck firmly in the relegation zone .. and we’re halfway through the year. Time will tell if Shahid can save Fulham FC from going down again.
Shahid Khan has a lot of money .. but it hasn’t exactly transformed The Jaguars or Fulham FC. What I’d like to see? Is them reaching out to someone who knows the business who can be a co-chairman to Tony. That way, ideas for the future come from someone who knows how to build a wrestling company from the ground up. AEW needs experience. A wrestling company is a completely different beast to a sports team.
#5. Family Values
This is an important thing to nail down early, because changing it later will alienate the established audience. Is AEW a “indy wrestling” show? Is it bringing back “Attitude” with risky storylines & adult content? Is it a family show? Could I sit my family down to watch it with me? Or am I better off watching it with friends instead?
It’s important to know because it can limit what you can do either way. Make it too “adult male” friendly, and you’re only drawing a niche audience. Make it too child friendly, and again .. you’re only drawing a niche audience. Are they looking for a balance between family programming and “attitude”? Or is it a show with no limits? A show that one week could feature mostly wrestling, while the next is about stories? For now I’m assuming it’s going to be kinda like Ring Of Honor? With more controversy.
There’s many questions to be answered. I believe it would be unwise is to ignore family entertainment altogether. In the long haul, you’re more likely to make steady money by enticing the next generation. It could be a show with a little something for everyone. Something similar to what professional wrestling used to be. Is that AEW is? A rebirth of professional wrestling? Whatever it is, they need to choose wisely because the long game depends on it.
#6. One Vision
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Promoters like Vince McMahon and Paul Heyman remained steadfast as the driving, creative forces behind their shows. They were told “no” (by TV networks), yet chose to ignore the warnings and go ahead anyways. When there’s too many visions the product can become difficult to support, as there’s too many stirring (the pot) with unnecessary ingredients. One vision is easier for everyone to digest.
Sometimes you need a mad scientist. A professor. A person responsible for ensuring the product is consistent with their vision. And once it starts, you must stay the course. The viewer can tell when someone new kills their beloved show. They can tell when there’s too many monkeys throwing bananas, seeing which ideas stick to the wall. Sometimes a duo team works, but there’s gotta’ be someone giving it the last stamp of approval.
Cody saying AEW isn’t hiring writers in the beginning is risky. He says the wrestlers are the writers. They can talk for themselves, and do not need to be micro-managed. That’s good, I can see how this might benefit early on. He wants to give them creative freedom for a change. Let them stretch their wings and fly. Allow them to show they can take charge of their own development. Give them the platform to cut unedited promos. Make things seem more .. “real”, like when wrestlers didn’t need to remember lines.
Give some talent freedom is necessary, but I believe allowing any wrestler to write for themselves and others will only lead to turmoil. It could go as far as leaking drama out in to the ring itself. Some will politic their way up no matter what, and you need someone who can look dead in their eye and say “no, we’re doing it my way”. So while having no writers in the beginning will entice talent away from WWE, I can’t see it being sustainable over the long-term. They need someone who can be what Paul Heyman was to ECW, or what Vince McMahon can be (when he tries) to the WWE Universe.
#7. Alternative Warfare
The more realistic likelihood of their future? Competing with Impact Wrestling and Ring Of Honor to become the established #2 of America. I know some see the roster they have, and have already decided it’s going to be #2 immediately, but I wouldn’t be too convinced. Both Impact and Ring Of Honor have 17 years worth of exposure. They have established platforms around the world. They don’t have the greatest TV deals .. but at least they have TV deals.
Speaking of which, AEW’s deal will be crucial. If it really wants to leapfrog the rest, it needs to land on a popular channel; and it won’t come cheap. In fact it’s not really about money, it’s about TV networks finding value in the project. Most TV networks are skeptical of any wrestling not labeled WWE, so it puts AEW on the back foot. How do you prove people are going to watch it if you put it on? If you get a great TV deal but the ratings suck .. then you’ve wasted a lot of money. If you start with a lower TV deal, and can sustain the company despite not having such great ratings? You can then prove to a bigger channel you’re not a risk. You’ll get a better deal. Sometimes it’s more about reputation.
And what would be counter-productive, is for this to become a serious warfare between the three alternatives. They can’t ignore each other. What I think needs to happen? A ton more cross-promotion, because it’s the only way any of ’em will claw away at WWE’s share of the pie. There needs to be a new NWA. They should consider a “super show” each year (like All In, but grander) with these promotions, New Japan, and any others who can afford it. AEW could be the catalyst for bringing other promotions closer than they’ve ever been before. The real victory? Not sparking alternative warfare.
#8. Characters Welcome
I’m sorry, but wrestling does not sell. As much as we love 5-star matches, history tells us it’s the characters who sell. Literally ever honored wrestler ever was a huge character. Much like any memorable personality, we need story development. Fans want to get attached. They want to feel, but they need to be given reason to feel. Having matches for the sake of it? Wasteful. Hyping feuds so .. even if the match isn’t great, fans get into it anyways because they’re emotionally invested. They care enough to remember it.
As much as we love WWE for its lack of wrestling, it does a better job of creating memories. Some of the best moments of Stone Cold Steve Austin didn’t happen during his matches. We think back to the “glory days” of the Attitude Era .. but the wrestling wasn’t usually so great. Go back and watch some, and you’ll see there’s nothing ground breaking. Yet, fans didn’t care how great a match was back then.
As a kid .. I didn’t care if the match was too short, too long .. if this person got buried, or if this angle was too controversial. It didn’t matter. We cared about the characters enough to see past the negatives, and enjoy the show for what it was. AEW should be going All In with its character development. Yes! We want great wrestling matches .. but you can’t have memorable matches if no one gives a crap. Make the fans feel, and they will give back.
#9. Global Market
Assuming we want AEW to someday compete with the WWE, we’d like it to differentiate from it as much as possible. However, WWE is the perfect example of how to run a wrestling company in a global market. It’s capable of selling out shows in almost any country because it’s continued to evolve while learning from mistakes. It’s learned how to run events in the right cities, at the right venues, at the right time of year, to maximize profit.
And this isn’t something AEW is going to learn right away. Vince is a master of this game, and he won’t hesitate to hinder their choices. If AEW is going to be successful, it either needs a leader who can anticipate markets to hit, or it needs a team of executives who work so well they can figure it out among them. Is that what Cody and The Young Bucks are for?
All decisions made behind the scenes will decide AEW’s fate. They could have a great product, but if it isn’t reaching enough and expenditure is dragging profits down? It will suffer. As strange as it sounds, AEW can learn from WWE in how to market themselves to the world. I’m not saying they can go up to Vince asking for his help .. but rather, do their research and figure out if there’s anything they could use? After that, forging the necessary connections is another long, arduous task. It will be a few years til AEW manages to break TV deals in all major countries.
#10. Originals
WWE talents looking to jump ship. We’ve seen this before. WCW. ECW. TNA. There’s always been disgruntled talent looking to jump ship, bringing with them all their bitterness. They feel entitled. They want immediate main event spots, fat contracts and creative control. When they don’t get that? They go home. They deserved more .. so they show up somewhere else. They grab a microphone ..
They share their frustrations, and it doesn’t make good television. Not a good product when rejects seek to stick it to their former employer like an ex-girlfriend. “Look at us now! We’re free!” I hope AEW has a strict policy on this kind of behavior on-screen. I hope they don’t snatch up anyone looking to leave WWE, just because they can.
I’d prefer seeing “Originals”. They need to build up new names so fans don’t feel like their watching WWE lite. Give the spotlight to the young ones. Fair enough, bring in some big names and make them the draws in the first year .. but the long game should be creating a process with the result of making new stars. Don’t rely on Goldberg. Don’t stick the title on Jericho forever. AEW can be about the next generation. NXT is already doing it .. but AEW could do it better as it’s not classed as “development”. AEW’s value has much to do with how it gets new talent over. The ultimate team effort.
The Future
I’m excited to see what Double Or Nothing will be like. We already get a lot of wrestling to choose from, but I’m definitely finding time for this. If AEW is going to sign any WWE guys, I think they need to aim high if they can. Remember how big it was when Kurt Angle jumped to TNA? You want signings of that scale, and it’s not cheap. You don’t need to sign every Tom, Dick and Harry who shows interest. With what I’ve seen from their spending elsewhere, Shahid and Tony are not shy in using their wealth.The real question is .. how far will they go?
Unlike a competitive sports team, wrestling is different in the way AEW could offer appealing contracts. We know how WWE contracts are .. they’re void of benefits. Filled with intricate details to control the talent, limiting what they can or cannot do. Wrestlers sign these excessively detailed beasts, as they want to fulfill their dreams. On the other hand, if AEW can offer a healthier, more caring alternative? WWE could be in trouble. Vince may finally be forced to care about the injuries his talents sustain with contract benefits like health insurance. There’s been talks for years about the way wrestlers have suffered due to injuries they couldn’t treat with no insurance. AEW could set the precedent, and force the hand of almost all others to reciprocate.
Of course, this hangs on whether Cody was merely sweetening the deal for future signings. After all, the money spent on providing health insurance has to come from somewhere. As the company has yet to hold its first show, we can only assume they will include this perk. It’s a good one though .. and I hope they do. Wrestlers put their lives at risk. We’ve seen what can happen when it goes wrong. I hope AEW will be the first to show a talents health is more important than extra profit.
I’m enjoying the excitement surrounding AEW, and the numbers don’t lie .. there’s many visiting the site to read up on the latest developments. I’m sure our team will continue to look out for updates. If you’ve made it this far, I thank you. I would enjoy reading what you think about AEW’s future in the comments. We can hope for them. We can believe .. but if they ends up as bad as the XFL? Well .. at least they had a bloody good go. Cheers.
