WWE Stars Benefitting the Most From the TKO Era

When WWE announced it would merge with UFC's parent company, Endeavor, in April 2023, the wrestling world was left in shock, as Vince McMahon would no longer be in charge of the company he had built from the ground up.

While TKO took over officially on September 12, 2023, bringing hope for a new creative direction for WWE, the company has leaned heavily into sponsorships, mainstream partnerships, and profitability over quality content.

Despite the shortcomings of the new ownership group, several Superstars have thrived in WWE's entertainment-focused era, using their skills to engage fans beyond the ring.

Cody Rhodes

There is no Superstar on the main roster who has taken advantage of the opportunities afforded to them by TKO more than Cody Rhodes. After making the jump from AEW to WWE, Rhodes has used his leverage to position himself at the top of every show and Premium Live Event (PLE) he's been on.

Following WrestleMania 40, the company has consistently positioned him as the top babyface and corporate ambassador. Rhodes has been prominently featured in major sponsorship integrations and crossover promotions, including gaming partnerships and mainstream media campaigns.

As part of TKO's focus on profitability over quality content, the company values marketable stars who can represent the brand outside wrestling, and Rhodes fits that role perfectly, including earning a supporting role in the upcoming Street Fighter movie.

Add in several world championships, WrestleMania main events, and cross-platform promotion, and it's clear that Rhodes has been playing the type of game that TKO appreciates.

Danhausen

Since the acquisition, it has become abundantly clear that TKO's version of WWE is built around marketable personalities, social media engagement, merchandise sales, crossover appeal, and memorable characters—all areas where Danhausen excels.

In AEW, Danhausen was a sideshow attraction that complemented the elite in-ring action, but in WWE, he's so much more than that. WWE cares very little about the quality of in-ring performances, leaving the door wide open for someone like Danhausen to capitalize on the situation and make tons of money along the way.

Above all else, TKO values making money, and Danhausen's merchandise sales have been through the roof. With a unique look and comedic style, he has been moving shirts, toys, masks, and collectibles at a rate that rivals some of the top stars in the business.

As seen throughout the New York Knicks' NBA Championship run, Danhausen and his "curse" gimmick work perfectly in the social media era. With the chance to go viral at any time, he is the perfect Superstar for the new TKO era.

Chelsea Green

For years, Chelsea Green has been an entertaining part of WWE programming, taking advantage of every opportunity afforded to her by creating memorable segments, matches and promos, regardless of how little they made sense or how inconsistent she was booked.

Finally, WWE Creative understands what Green truly brings to the table.

The TKO-era version of WWE has been built around stars who can generate attention outside the ring. Green has shown she can turn a 30-second backstage segment into something fans talk about all week, which not everyone on the roster can do.

With the current focus on viral moments and mainstream notoriety, Green and her character-driven storytelling across social media and other content platforms make her the exact type of performer the modern WWE business model is designed to maximize.

For more wrestling talk, listen to Ring Rust Radio for all of the hot topics or catch the latest episode in the player above (some language NSFW).