Sheamus Refusing Kiss Me Arse Stipulation Helps Credibility as a Heel

Sheamus' loss in the inaugural Kiss Me Arse match could have ruined a promising run as a heel. Instead, it somehow added momentum and credibility.

Sheamus set himself up to receive the ultimate comeuppance. After losing, fans clamored to see him fulfill his embarrassing self-imposed stipulation. But by shrugging it off and making Dolph Ziggler perform the act, Sheamus amassed incredible heat and left the Allstate Arena as a bigger heel than if he would have won the match.

On this week's PodNasty Wrestling Podcast, I mentioned how fans of the Reality Era are too eager to cheer heels. These days it takes attention to detail and a consistent string of underhanded acts for one to not only define themselves as a bad guy but to be treated like one as well.

Sheamus acted the way a villain should. He had no regard for rules and displayed poor sportsmanship in defeat. Not only did he refuse to give fans what they wanted, but he gave them the opposite.

These actions increase the anger Sheamus can drum up whenever he makes bold claims in the future. WWE has branded Sheamus as a bully since his return. Further adding depth to his villainy, Sheamus is now a liar and a cheater as well.

The only thing more unlikeable than a bully is a bully who refuses to face the music. Sheamus' work in this role has been so good he'll be defined by who can stop him and how they can give him what he deserves. The longer WWE waits to give Sheamus his comeuppance, the bigger of a villain he becomes.

Sheamus needs to celebrate his refusal to adhere to his own stipulation. This adds a new layer to his already unlikeable persona. Going into his match against Ziggler, Sheamus was winning. Despite being obnoxious, he at least seemed like a deserving contender.

But by continuing to carry himself as the last real man in WWE despite his recent loss, Sheamus can be portrayed as more of a blowhard, yet one who is still capable of doing damage.

If ever there was a such thing as a good loss, this would be it. Sheamus used a losing effort to demonstrate crassness and a lack of character. These are traits that should be common among all heels to increase the demand to get what's coming to them.

 Alfred Konuwa is a Featured Columnist and on-air host for Bleacher Report. Follow him on Twitter @ThisIsNasty and listen to his weekly wrestling podcast.