Word Wrestling Entertainment is a business. Companies are in business to make money. When determining why a company is successful or unsuccessful, most analysts try to determine what parts of the company are assets and what parts are detriments. John Cena is WWE's biggest asset.
Cena engenders an unusual reaction with WWE fans. Some love him, and some hate him. There doesn't seem to be any middle ground. As play-by-play announcer Michael Cole likes to point out, no star in WWE history has evoked the emotional reaction that Cena creates. Whether they love him or hate him, WWE fans make noise when Cena comes out from behind the curtain. Creating fan reactions makes Cena WWE's top asset.
One of the other ways that Cena makes money for WWE is through merchandise sales. Over the past 10 years, no one has moved more T shirts, hats and other miscellaneous items than Cena. While he may no longer be the top seller, he's constantly in the top three. The current top dog, WWE Champion CM Punk, is likely to drop off in sales after his WWE Championship match with The Rock at Royal Rumble. Cena will most likely regain the top spot at that time.
Cena also has a proven track record of attracting fans to pay-per-view events. He has been prominently featured in seven of the top 10 grossing WWE PPVs since he rose to the top of the card. Cena's WrestlMania 28 match with Rock headlined the top-selling WWE PPV in history, drawing roughly 1.3 million buys according to WWE.com.
Cena is the face of the company as well. No wrestler in the WWE makes more public appearances, and Cena is famous for his charitable work. To date, Cena has granted over 300 wishes for the Make-A-Wish foundation. He was the most visible star during WWE's recent breast cancer campaign with the Susan G. Komen Foundation. Cena is also heavily involved in WWE's annual Tribute to the Troops broadcasts.
Aside from his charity work, Cena is also WWE's biggest star with the mainstream fans and media (not counting Rock, who isn't a full-time WWE employee). He has over 200 separate TV credits and has appeared on shows like Saturday Night Live, The Tonight Show, The Apprentice, Jimmy Kimmel Live, Late Night with Jimmy Fallon and Hannah Montana. It's well-known that WWE chairman Vince McMahon craves mainstream coverage. No one is a bigger asset to WWE when it comes to the average American than John Cena.
Cena is even more popular on the social media. His official Facebook page has garnered over 14 million "likes." He is also the top WWE draw on Twitter. Cena's Twitter feed has 3.3 million followers. WWE is intensely focused on the social media. Cena's worth to the company is unmatched, as indicated by his status as the most popular star on the social sites.
Another factor that makes John Cena WWE's biggest asset is that he is a company man. Cena wrestles on more shows than any other superstar on the roster. He appears on television even when injured and appears on all WWE shows, including SmackDown, Main Event and even Saturday Morning Slam. No other wrestler puts in more time for WWE than Cena. He has also earned the admiration of his co-workers. In a recent article on WWE.com, Cena was listed as one of the most respected workers in the company by his peers.
Cena has star appeal. He's faced some of the biggest names in WWE history, including Brock Lesnar, Triple H, Batista, CM Punk, Randy Orton, Kurt Angle, Edge, Shawn Michaels, Undertaker and Rock. He's appeared onscreen with Hulk Hogan, Ric Flair and Stone Cold Steve Austin. No one else on the roster has had a higher profile than Cena. He is a legitimate star and one of the top workers in WWE history.
Cena is also one of the most decorated superstars in the history of World Wrestling Entertainment. He's held the WWE Championship a record 10 times and has won 19 belts overall. When it comes to credibility with the fans, there's no substitute for titles, and Cena has won more than his share. He remains one of the most captivating stars in WWE even without a title belt. Cena hasn't held a major title since 2011, and still ranks as one of the top draws in the WWE.
Cena might be most valuable to WWE as a star maker. His recent interactions with AJ Lee and Dolph Ziggler have boosted both into the WWE main event picture. His battles with CM Punk legitimized Punk's year-long reign as WWE Champion. As WWE's top babyface, Cena automatically elevates the profile of any heel he faces. If he were to turn heel any time in the near future, he'd have the same effect on the WWE babyfaces.
WWE has no more important asset than John Cena. He's the most recognizable to fans, has enough star power to take on any WWE legend and his presence alone helps make new stars. Year-in and year-out, he sells more merchandise than any other superstar, and he's a proven draw on PPV events.
Love him or hate him, you have to admit that John Cena is the most important asset in the WWE.
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