WWE President Nick Khan Aims to Remain Bullish on Ticket Prices Despite Widespread Backlash from Fans

With the average ticket price being doubled since the September 2023 TKO merger, Nick Khan defends WWE's financial policies.

WWE President Nick Khan Aims to Remain Bullish on Ticket Prices Despite Widespread Backlash from Fans

Nick Khan and TKO (via Imagn and Wrestletalk)

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For many years, WWE was viewed as an affordable wrestling brand, with Vince McMahon ensuring the product remained accessible to fans from all backgrounds. But under the TKO era, things have shifted dramatically. Despite securing massive deals, such as the $500 million, 10-year Raw agreement with Netflix, and lucrative sponsorship packages, WWE has become increasingly expensive for fans.

Recently, TKO COO Mark Shapiro even stated that McMahon made a mistake by keeping the product too affordable, arguing that the company never fully tapped into its financial potential. TKO, however, intends to change that approach. Ticket prices have surged across the board, something fans have consistently voiced concerns about.

Now, WWE President Nick Khan has addressed the ongoing rise in ticket prices, defending the strategy as a necessary response to market demand. During the TKO 2025 Third Quarter Financials Call, Khan was asked whether the company’s increased revenue was driven more by higher prices or higher attendance.

It’s both. Capacity continues to be very high. We’ve increased prices appropriately with the marketplace. That’s for the PLEs, Raw, SmackDown, Saturday Night’s Main Event, and every other ticketed program that WWE has. We remain bullish on it.

Nick Khan via TKO Q3 Financials Call

Khan noted that the price adjustments are part of TKO’s deliberate effort to position WWE as a more premium and in-demand product. This includes reducing the number of non-televised live events or house shows, creating more scarcity in the marketplace for major televised events. 

He also said the rise in international shows and the resulting scarcity of U.S. events is a good thing. His explanation came after WWE reported a $31.4 million increase to $402.1 million in live event and hospitality revenue in Q3 2025. 

As reported by The Sportster, industry experts like Brandon Thurston have confirmed that average WWE ticket prices have nearly doubled since the merger in 2023: from about $60 to roughly $120. Major events, such as SmackDown tapings in the UK, have seen prices climb close to $400.

While fans have expressed frustration over the steep price hikes, attendance remains strong, something that continues to spark debate online. For now, the data suggests that many fans are still willing to pay the rising cost for the live WWE experience.

Former WWE employees warn Nick Khan, Triple H & TKO regarding high ticket prices and empty arenas

As mentioned earlier, WWE shows no signs of backing down when it comes to premium pricing. Ticket costs are expected to climb even higher. As revealed a month ago, seats for John Cena’s final match at Saturday Night’s Main Event XLII on December 13 are going for as much as $7,000, with some elite packages reaching $11,500.

Nick Khan and Triple H
Nick Khan and Triple H (via WWE)

The rising prices have sparked frustration among longtime supporters. On a recent episode of The Coach & Bro podcast, former WWE employees Jonathan Coachman and Tommy Carlucci discussed how the company’s aggressive pricing strategy is alienating loyal fans.

We had two callers call in. One caller lived within walking distance of the Delta Center last weekend for SmackDown. He said, ‘Coach, I walked down to the box office and I tried to buy a ticket in real-time. Couldn’t afford it.’ Tommy, 4,200 people at SmackDown. This is starting to become alarming, and if Triple H and TKO, they don’t get a handle on this, these arenas are gonna be half-full.

Jonathan Coachman via The Coach & Bro podcast

The backlash grew even louder after WWE unveiled pricing for its WrestleMania 42 packages: numbers that stunned the fanbase. After releasing a series of mysterious teaser trailers, WWE revealed that two-day combo tickets were officially on sale. However, the prices were astronomical.

Two standard two-day ringside tickets cost over $64,000. For just over $92,000, fans can upgrade to two VIP packages that include a lengthy list of perks, such as:

  • Official 2-Day WrestleMania 42 Ticket
  • Superstar Walkout Experience on the WrestleMania Stage
  • On-Stage Photo Opportunity before one (1) night of WrestleMania
  • In-Ring Photo Opportunity before one (1) night of WrestleMania
  • Friday Kickoff Party with Live Q&A with Cody Rhodes, Live Q&A with Rhea Ripley, and WWE Superstar Appearances
  • Reserved Section at All-Inclusive Hospitality with Meet & Greet with Paul Heyman, Undertaker, & The Steiner Brothers
  • Limited Edition Collector’s Item
  • Official Ring Mat Plaque
  • 5-Day VIP Pass to WWE World
  • Dedicated VIP Entry to Allegiant Stadium, WWE Superstore & WWE World
  • Dedicated Express Checkout Lane at WWE Superstore
  • Official Event Credential

It is undeniably an incredible experience, but the eye-watering price tag has left many fans questioning whether WWE is pushing its premium strategy too far. After all, if spending nearly $100,000 on wrestling isn’t an option, that money could certainly go a long way elsewhere.

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