Examining How to Better Hype Sheamus' Return to WWE

The WWE production team has done its part to hype Sheamus' return, but WWE itself has floundered in that respect.

A former world champ charging back into the ring should have fans more excited. Instead, a lackluster effort in promoting his comeback from injury has hurt its potential.

It's an easy fix to change that.

Rather than continue to show vague vignettes for The Celtic Warrior, the company needs to create anticipation by giving him a goal and a specific return date. Have his impending arrival have an effect on those already onscreen. Acting as if Sheamus coming back were a huge deal would help make it feel that way.

The first part of increasing the buzz around Sheamus strapping on his wrestling boots again is the easiest: Provide a ticking clock to that moment.

Set a Date, Give Him a Match

The Sheamus vignettes have said simply that he is returning—not when that will happen. There is an inherent sense of suspense that WWE is missing out on here thanks to that strategy.

Rather than fans counting down to when he arrives again, they are like kids who know that Christmas is coming sometime soon but haven't yet learned how to read a calendar.

According to PWInsider Elite (h/t Wrestling Inc), WWE plans to wait until WrestleMania to bring Sheamus back.

Why not tell us that? It adds another selling point for WrestleMania. Watch Sting's first WWE match, Roman Reigns' first WrestleMania main event and Sheamus' first action since November!

It also keeps Sheamus fans from being disappointed after each Raw where he doesn't show up. 

At this point, it's clear he's not getting a one-on-one match. It's too late in the game to build toward that. So if he is indeed headed for the Andre the Giant Memorial Battle Royal, it makes sense to tell us that.

Or more accurately, having him tell us that.

Let Him Speak

Keeping Sheamus' goal at WrestleMania a mystery is as unwise as keeping fans in the dark about his return date. Have The Celtic Warrior address the fans in one of his vignettes and proclaim that he will enter and win the WrestleMania Battle Royal.

Mel Evans/Associated Press

It's not exactly going to be a surprise if he shows up for that match anyway.

Besides, that allows him to show off the shift in his persona that most folks are expecting. Tease him coming back as a heel by having him sound more belligerent, more aggressive. Let him talk about how hard it has been to not be in the heat of battle for so long and how all he has been thinking about is throwing everyone in sight over the top rope and taking home the trophy that Cesaro won last year.

It also adds prestige to the bout if a former WWE champ is so intent on entering it.

Beyond that, it allows WWE to take additional narrative avenues in building toward that match. His comeback should affect the entire field. 

Make His Presence Felt Even Without Him There

Sheamus' name needs to be floating around the locker room more. The more WWE plays up his return as a massive event, the more it will feel like one.

If Stephen Curry were soon going to return to the Golden State Warriors after missing months of action, you can bet his NBA opposition would be talking about it. If Luis Suarez were set to make his way back on the pitch, it would be a hot topic among the folks on the opposite team.

Sheamus' arrival should create fear. WWE could have other Battle Royal participants mention how tough it will be to oust Sheamus, how it will be key to avoid the Brogue Kick.

After all, he has won his fair share of big Battle Royals.

The announcers can talk about rumors and whispers they have heard about what condition Sheamus is in, what kind of training he has been doing and the fact that he has seemed different and more intense as of late.

WWE can keep him in fans' minds beyond the vignettes. It can paint The Celtic Warrior's return as a moment to look forward to, something his foes are dreading. 

Those are all options for the company to make the moment where Sheamus first beats his chest in front of a live crowd again one the audience can't wait to see.