The wrestling world isn’t shocked, nor surprised that WWE is heading to Saudi Arabia for WrestleMania 43 in 2027. There’s a widespread negative reaction to the news, which was also expected as more fans learn about Saudi Arabia’s human rights violations, and TKO’s business tactics steadily increasing the costs to be a WWE fan. There’s a growing negative sentiment toward the largest promotion in professional wrestling. That sentiment opens the door for other companies to present themselves as an alternative to the WWE. As John Cena once said, “The time is now,” and it will take a concerted effort across the board to capitalize.
As news of WWE’s transgressions and business decisions roll out, fans and personalities in the space are looking to All Elite Wrestling to lead the charge for change. While AEW is in a great place as the second-place promotion in professional wrestling, driving change is not something the company can do on its own.
Are there things that AEW could do to start the movement? Yes, of course. For example, AEW’s ticket pricing structure is putting the company in the position to be an easier access point for wrestling fans than WWE. WWE’s rising costs are pushing fans out from attending in person, just like what many are seeing with the UFC as their ticket prices continue to surge to new highs.
But driving change in the wrestling industry will take more than just AEW. This is where the independent scene and other international promotions come into the strategy. For example, WrestleMania is typically a huge week for independent wrestling, as many organizations book shows within that same week to capitalize on the traveling fans being in one place.
Moving WrestleMania to Saudi Arabia creates a whole that can be filled through partnership. This is an opportunity for independent and major companies like AEW to build a series of events the same week as WrestleMania but cater to the fans who cannot and will not make that trip to what should be considered a dangerous country. As WWE continues to counterprogram AEW, perhaps this is a moment that AEW could take a page out of their book with the support of the wider wrestling community.
There are several reports about WWE attempting to close the walls around AEW. That shouldn’t be seen as just an attack on AEW, but the larger independent wrestling industry. Several companies are available, and there are alternatives out there, but it is hard to put those alternatives in front of enough fans to have an impact. This is another challenge that stands in the way, but one that can be overcome via collaboration.
Many expressed concerns about Endeavor taking a further stake in the combat sports world. Those who were familiar with its business practices in the UFC knew that this would not be a good move for professional wrestling. As those fears come to reality, it will take a collaborative effort across wrestling including the major companies like AEW and NJPW, the independent scene, media outlets, and its fans in order to push back against the giant in the room.