WWE’s Global Expansion Could Reshape Pro Wrestling
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After defeating WCW in the legendary Monday Night Wars, WWE enjoyed nearly two decades of dominance over professional wrestling. Their position at the top remained largely unchallenged until recent years when new promotions began to grow, most notably All Elite Wrestling.
While WWE is still the industry leader, 2025 has marked a year of significant moves aimed at expanding their global presence.
Earlier this year, WWE acquired AAA, one of Mexico’s most established promotions. This purchase positions WWE to compete directly with CMLL, the country’s largest lucha libre company, while also strengthening its foothold in Latin America. Reports suggest this move could be the first step in reviving WWE’s “global localization” strategy, previously seen with NXT UK from 2016 to 2022.
With Mexico now part of WWE’s portfolio, Japan is viewed as a potential next market given WWE’s relationship with Pro Wrestling NOAH. A return to Europe is also being discussed.
Partnerships, Programming & Talent Movement
In addition to acquisitions, WWE has partnered with TNA to broaden its reach. With support for TNA to secure stronger financial backing and a television deal, the collaboration could provide additional programming that can rival AEW’s Dynamite. Counter-programming has also become more common, with NXT premium live events scheduled opposite AEW pay-per-views. These efforts have had mixed results, and WWE is reportedly considering using main roster events for direct competition later in the year.
Talent recruitment remains another area of focus. WWE has signed several wrestlers who previously appeared in AEW, including Cody Rhodes, Mariah May, Jade Cargill, and Ricky Starks. While this strategy bolsters WWE’s roster, it has also helped AEW streamline its own talent pool heading into 2025.
WWE’s Media Advantage
WWE has also invested heavily in media and public relations. President Nick Khan’s industry connections have strengthened WWE’s mainstream profile, while Chris Legentil’s role in managing communications has expanded the company’s reach.
By comparison, AEW has not yet made significant investments in PR or media strategy, which leaves room for WWE to maintain an edge in this area.
As 2025 unfolds, WWE’s acquisitions, partnerships, and programming strategies highlight a clear intent to expand its influence worldwide. Exactly how these moves reshape the wrestling landscape and how AEW responds remain key storylines to follow.
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