AEW should take on the Beast – By Wrestle G
Hello and Welcome once again to the ramblings of Me, your boy, Wrestle G right here where wrestling column royalty reside, NoDQ.com.
Work is hammering me at the moment but there’s a topic I simply have to write about as it’s been on my wrestling brain for the last week or so. So today let’s dive right into the column and flesh this one out.
Why AEW should take on the Beast.
This week rumours have started to spread that WWE is going to once again counter programme AEW on September 20th when AEW runs its All Out PPV. The Sheets are alive with news that WWE is likely to put on an event on the same day likely to be the Bad Blood PLE and it will be headlined by John Cena vs Brock Lesnar.
Now I think I want to firstly dive into the concept of counter programming. For me as a wrestling fan it really has no effect on me. I like both companies and I will be watching both shows. Both companies will get my money, but that would have been the case anyway. This concept also isn’t new; WWE has been using counter programming since pretty much the take over of Vince McMahon Junior. They did it to Crockett they did it to WCW they did it to TNA, hell they even have at one time done it to UFC. It’s just engrained in their DNA to do this. AEW isn’t special in this regard, they just happen to be a wrestling company, and WWE doesn’t want them taking any more of their share.
But in 2025 I wonder if this really has any effect or if it even works? The last attempt at this counter programming was back in June for the All in PPV which was countered with the Saturday nights Main Event Goldberg retirement shows and an NXT event that same weekend. Coming out of that weekend, I don’t feel like anything definitive was concluded. All in buys were not poor, the ratings for SNME were ok (especially given the poor card) and everyone seemed to get positives out of the weekend.
The one thing that did change due to this counter was the All In start time. The event was moved to the afternoon and is widely seen as AEW flinching first in the exchange. The thought now is that All Out may be looked at for changing its start time. I’m here to tell you today that I think that is a terrible idea. And that now has never been a better time for AEW to stick to its guns and treat itself like the wrestling company it believes it is and should be. I fully believe they should stick to their usual times and just go straight head-to-head with whatever WWE decides to put on at this day. And Here’s why.
WWE delivers their content differently.
No other sports brand in the world currently is offering their product as on demand as WWE is. Don’t want to watch Raw when it starts at 8? Fine just catch it the next morning over breakfast. How are you going to watch AAA? Well, Youtube has you hooked. Other than Smackdown and NXT (and even they are on demand internationally) There is not a single thing you can’t quickly catch up with for WWE.
Now this is a positive in the sense that, it gives WWE and fans more opportunity to not miss anything on the shows and to keep up to date as schedules allow. But in a counter programming sense, it is offering AEW a chance to say, you should watch us live because you can always catch up on the other show quickly and easily straight after or the day after. Anyone split between the two shows I think there’s a chance here for AEW to play into WWE’s accessibility and use it to their advantage.
Brock is Damaged goods.
In more ways than one Brock Lesnar in 2025 isn’t the performer of intrigue that he was in his return in 2012 and in subsequent years. Out of the ring it’s going to be really hard for a lot of people to watch him and not consider his part in the ongoing Vince McMahon lawsuit. And in the ring, it’s been a case of diminishing returns for a number of years. He’s been used to put over Roman Reigns and Cody Rhodes as the very top guys in the company, he hasn’t got that unstoppable aura that he once did. So, in 2025 how much of an interest is there in a Brock and Cena match? Both guys are the wrong side of their careers for any win to really matter. If you are AEW I don’t think it is a main event or attraction that you look at these days and think people are going to flock in huge numbers to watch. Now that’s not to say it isn’t an intriguing matchup, I will certainly watch it. But it isn’t Roman vs Rock or even Cena vs The Rock. It’s a more vulnerable main event from a viewing public standpoint.
AEW on PPV delivers.
Since 2019 I can probably count the number of PPV stinkers on one hand. Usually there are at least 2-3 matches that provide high quality bouts or memorable moments. When PPV is one of your strong points. Celebrate it. Don’t cower. Don’t step aside for a competitor to relegate you to an afternoon matinee. Nail your colours to the mast and back yourself.
What’s the reward?
I can hear the gnashing of teeth like I’m some sort of AEW superfan from here. That is simply not the case. I just think sizing things up that if AEW doesn’t want WWE to continue doing this then they simply don’t keep giving WWE what it wants and that’s for AEW to react to these actions. All it will take is one counter, if AEW hits a home run in ring on All Out and in PPV buys in their original evening time. Then that gives WWE a dilemma going forward, is countering shows and putting in special effort to actively create cards and shows worth it? If people will still watch AEW regardless is there any benefit?
And on the flip side if your AEW and you come away doing good business, does that give you some more confidence? Does that embolden you to take a few more risks? Maybe on Monday nights…… but that might be for another column in the near future.
But I say that AEW needs to stand up to this one in September. If they do, I will be intrigued to see how it plays out.
But what say you dear readers? Do you think AEW should carry on, do you think WWE is being petty? Do you care at all?
Let me know in the comments below.
Also let me know over on twitter via @Wrestle_G and on TikTok via @wrestleg
Until next time,
Cheers,
G