Here's How Tony Khan and AEW Can Take Advantage of WWE's Cold Streak
Despite generating a major year-over-year revenue increase in 2025 and delivering one of its highest-grossing WrestleMania events of all time, WWE still doesn't find itself in the good graces of fans.
Both the business practices of TKO and the questionable creative decisions of Triple H as of late haven't done their public perception any favors. Days removed from a largely well-received WrestleMania, nearly 25 talents were released from their contracts as part of the company's annual "spring cleaning."
It's an interesting time for WWE. The product is far from as unwatchable as it was at the tail end of the Vince McMahon regime, but the inconsistent creative direction has been frustrating knowing how much better it can be from week to week.
Until the company takes a significant hit financially, however, it won't have much of an incentive to change.
In turn, it's given All Elite Wrestling an opportunity to potentially win over some disenfranchised fans and boost its own stock. It has been enjoying a string of successful shows recently and feels hotter than it has in a while, even if it's not always reflected in the numbers.
Here's how Tony Khan and AEW can take advantage of WWE's cold streak.
Making the Most of the Roster It Has
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WWE cutting ties with upwards of 20 wrestlers doesn't necessarily mean AEW owner Tony Khan should be scrambling to sign most of them, let alone any of them.
AEW already boasts an incredibly deep roster of talent, much like WWE. There are more than enough wrestlers on its active roster who aren't being used in a meaningful fashion, if at all.
There are a few notable names among those recently released who would be fine additions to either AEW or Ring of Honor, but otherwise, there's no reason for Khan to spend much time scouring free agency. Everyone he needs to make his shows as strong as possible is currently under contract to him.
Featuring fresh faces is key, along with putting bigger AEW stars in prominent positions. It's important to not book the same matches over and over or drag out certain storylines for too long. Thankfully, Khan has excelled at both so far in 2026.
AEW has four (sometimes five depending on Dynamite's overrun) hours of prime-time television each week. Attempting to incorporate everyone into the shows can be a tall task, but that's also why cycling people out can be beneficial.
Not overexposing longtime talent such as Adam Page will make a major difference in the long term.
Keeping Main Event Scene Hot
2 of 5AEW's main event scene right now is the most exciting it's ever been.
One year ago, Jon Moxley's reign as AEW world champion was dying on the vine. It took Adam Page dethroning him in epic fashion at All In that July for new life to be injected into the top of the card.
It was specifically when MJF took the title from Page at Worlds End in December that the title picture heated up. Newer names such as Bandido and Brody King were emerging and ascending to championship contention, while established stars like Swerve Strickland and Kenny Omega made it clear they were gunning for the gold.
In a mere matter of months, they've managed to make the AEW World Championship feel like the most coveted prize in not only the promotion but arguably also in the industry.
CM Punk is fresh off an excellent run as world heavyweight champion in WWE and Roman Reigns will ideally keep the momentum rolling, but it doesn't feel as if there are nearly as many credible challengers waiting in the wings as there are in AEW at the moment.
It's completely acceptable to play hot potato with the title every now and again. It's part of what made the Attitude Era so much fun to follow, and Dynamite has been better off for it as well.
Ensuring Weekly TV Remains Must-See
3 of 5AEW taking more risks this year has given Dynamite a sense of unpredictability that it had long been lacking.
Formulaic booking and meaningless matches weren't enough of an incentive for fans to tune in. Significant storyline development and high-profile matchups have resulted in a much-needed resurgence for AEW's flagship show.
Not every risk has left fans satisfied, specifically Darby Allin's polarizing "squash" win over MJF that clinched him the AEW World Championship on the April 15 episode. That said, it succeeded in getting fans talking, and it's not as if the story that was told didn't make sense.
In a rather random turn of events, MJF sets his sights on the AEW TNT Championship. Whether he'll win or lose and rekindle his rivalry with Allin heading into Double or Nothing makes Dynamite must-see this Wednesday.
At a time when WWE feels so sanitized and celebrity-centric, AEW should be doing everything possible to produce a drastically different product, even if it doesn't appeal to everyone.
Emphasizing In-Ring Action on PPV
4 of 5The biggest difference between the WWE and AEW products right now is the latter's emphasis on in-ring action.
One of the main criticisms of WrestleMania 42 was that it didn't live up to its wrestling roots because of the excessive amount of ads, commercials and entrances.
AEW has its fair share of pageantry on the grander stages, but it doesn't come at the expense of what matters most: the matches and the stories being told within them.
That isn't to say WWE doesn't have amazing contests of its own, including on Raw and SmackDown, but everything else that happens before and after the bell seems to be more of a priority, to the point where the company is gradually losing its identity.
AEW, on the other hand, is fully focused on what it wants to be. The tagline "Where the best wrestle" has never been truer than in the last year with some of the stacked pay-per-views it has been putting on.
WWE's premium live events tend to be on the shorter side, which is refreshing, but only five or six matches is too little. AEW can afford to trim down its PPV cards and not have them last so long (especially on Sunday nights), but finding that sweet spot will give AEW even more of an edge over WWE in that department.
Running a Major Domestic PPV Opposite of WrestleMania 43
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Regardless of how hot or cold the WWE product may be on any Road to WrestleMania, most fans still look forward to the event itself. It often exceeds expectations and ends up being enjoyable in spite of the bad build.
It will be difficult to generate that level of excitement next year with WrestleMania 43 emanating from Saudi Arabia, all but guaranteeing many fans who would normally travel to The Show of Shows will instead be staying home.
The country has already hosted Night of Champions, Crown Jewel and even the Royal Rumble in massive stadiums, so 'Mania will feel a lot less special than it normally would.
It's imperative AEW takes advantage of that gap in the wrestling calendar for U.S. fans by offering an alternative in the form of an All In or Double or Nothing event somewhere domestically.
Fans of both companies will be clamoring for a grand get-together with WrestleMania not being in an ideal destination for the first time. AEW can be responsible for making that happen, maybe by working together with other companies and conventions.
WWE will inevitably bounce back, as it always does, and steal some of AEW's thunder, but until then, Tony Khan has to build upon what's already been a banner year for AEW and do the things WWE won't.
Graham Mirmina, aka Graham "GSM" Matthews, has specialized in sports and entertainment writing since 2010. Visit his website, WrestleRant, and subscribe to his YouTube channel for more wrestling-related content.
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