WWE’s Bold PLE Strategy Aims to Stall AEW’s Upcoming TV Deal Renewal in 2027-28

When WWE finally purchased WCW in 2001, the Stamford-based company officially declared victory in the infamous Monday Night Wars, cementing itself as the undisputed leader of professional wrestling in North America. This dominance lasted for nearly two decades, until a new challenger emerged. That challenger was All Elite Wrestling (AEW), founded by Cody Rhodes, The Young Bucks, and backed by billionaire Tony Khan. 

Since its launch, AEW has brought significant competition to WWE, often running shows directly opposite each other. For those unfamiliar, AEW Dynamite debuted on TNT in October 2019, going head-to-head with WWE’s NXT on USA Network. AEW consistently won that ratings battle until NXT moved to Tuesday nights in April 2021. On the other hand, NXT dominated AEW Dynamite when the two went head-to-head in October 2023, thanks in part to a stacked lineup featuring both current NXT stars and returning legends. 

Now, WWE is reportedly taking that competitive approach even further, aiming to run not just NXT programming and PLEs opposite AEW, but also main roster premium live events. According to reports, WWE is planning an as-yet-unannounced PLE headlined by Brock Lesnar vs. John Cena for the same day as AEW All Out on September 20. Moreover, they are also considering moving Cena’s final match so that it directly competes with AEW Worlds End in December.

Dave Meltzer of the Wrestling Observer Radio reported that WWE is going all-in on counter-programming AEW, with the ultimate goal of pushing Tony Khan’s promotion out of the picture and elevating TNA as the industry’s number two company. WWE reportedly fears that AEW could secure a massive increase on their current U.S. TV deal with Warner Bros. Discovery when it’s up for renewal in 2027 or 2028. 

That is certainly the story that’s going around that they wanted to move from December 13th to December 27th. Given all the actions and everything that has been done, of course, they want to. It isn’t the only thing. There is so much going on that will probably be breaking in the next couple of months when it comes to different things. They really want TNA to become the other promotion because they can control TNA.

Dave Meltzer via Wrestling Observer Radio (h/t Cultholic Wrestling)

WWE reportedly wants to make sure that AEW doesn't get another TV deal and that TNA becomes the second biggest company.

"[WWE] really want TNA to become the other promotion because they can control TNA. This is a major full-court press. They just want [Tony Khan] out of the box… pic.twitter.com/Jk8Fk0hnQE

— Cultaholic Wrestling (@Cultaholic) August 14, 2025

Metlzer further reported that WWE wants Khan out of the wrestling business once and for all so that the Stamford-based promotion can once again become the only show in town. 

This is a major full-court press. They just want this guy [Tony Khan] out of the box, and they know if the numbers stay good, that he’s gonna get a renewal at a much bigger number, just like they did. He’s already very profitable. The number will make him incredibly profitable, and they’ll never get away from him or anything like that. So they feel that they need to make sure this is the last contract.

Dave Meltzer via Wrestling Observer Radio (h/t Cultholic Wrestling)

For the unversed, AEW renewed its U.S. media rights deal with Warner Bros. Discovery in 2024, with the new agreement taking effect in early 2025. The deal is worth $555 million through the end of 2027, with an option for a fourth year that would bring a significant financial boost. With WWE signing its own exclusive PLE deal with ESPN worth $1.6 billion and RAW moving to Netflix in another deal worth $5 billion over 10 years, it is safe to say that the war is about to get intense once again. 

MJF labels WWE’s counter-programming to AEW a savvy business move

WWE and TNA are officially running in a partnership, building on the crossover momentum they have enjoyed throughout the Triple H era. Stars like Jordynne Grace, Joe Hendry, and The Rascalz have made memorable appearances on NXT, while several NXT talents, including Tatum Paxley and Trick Williams, have made their mark in TNA.

The collaboration has already produced some unforgettable moments: Hendry facing Randy Orton at WrestleMania 41, Williams and Jacy Jayne holding both the TNA and NXT Women’s Championships, and multiple title crossovers that have thrilled fans. But there may be another reason WWE is so eager to strengthen ties with TNA. 

With RAW currently on Netflix worldwide, the networks that previously carried WWE content will have empty slots in their schedules, and the top brass seemingly wants to make sure AEW doesn’t swoop in to fill them. Interestingly, one AEW star appears to approve of WWE’s aggressive tactics. Speaking to TV Insider, MJF made it clear he sees the move as smart business:

I think it’s a smart business practice. I give jolly old St. Nick and Trips a whole lot of credit. At the end of the day, if you can stomp out your competition, you’re doing what is necessary. Lord knows I would.

MJF via TV Insider

MJF says WWE counter programming AEW is smart business practice:

“You mean shows that are running at the exact same time as us, even though they claim we’re not competition? How do I feel about it? I think it’s a smart business practice. I give jolly old St. Nick and Trips a… pic.twitter.com/NzTX2bJVma

— Wrestle Ops (@WrestleOps) July 8, 2025

The former AEW World Champion even poked fun at WWE for running programming at the same time as AEW shows, despite some claiming AEW isn’t a competition to WWE. He doesn’t buy that it’s a coincidence. 

Everyone is judging them for it. I think that’s silly. Don’t judge them for it, but also, don’t be stupid. They’re not doing this by happenstance.

MJF via TV Insider

This year alone, NXT Battleground went head-to-head with AEW’s flagship Double or Nothing in May, prompting Tony Khan to call it “the most consistent counter-programming since the Jim Crockett era.” Whether fans view these clashes as brilliant strategy or just plain petty, one thing’s for sure: MJF respects the hustle!

Also read:

• WWE Strikes Landmark $1.6 Billion Deal with ESPN for Exclusive PLE Streaming Rights
• Latest Update on John Cena’s Final WWE Match as Showdown with AEW Looms