While TKO Group Holdings calls the shots on WWE’s major business decisions, the company’s relentless campaign against All Elite Wrestling stems from a different source entirely. According to wrestling industry insiders, WWE President Nick Khan has positioned himself as the architect behind an increasingly aggressive strategy targeting Tony Khan’s promotion.
TKO Executives Stay Above the Wrestling Wars
Wrestling Observer’s Dave Meltzer revealed on the May 30 edition of Wrestling Observer Radio that WWE’s counterprogramming efforts don’t originate from TKO’s corporate suite. Instead, the strategy reflects Khan’s personal view of the competitive landscape.
“This isn’t coming from TKO. I don’t think Mark Shapiro or Ari Emanuel care about AEW at all. They don’t view them as a threat — they’re looking at UFC, Netflix, global expansion, that kind of thing.”
TKO’s leadership appears focused on broader entertainment industry opportunities rather than wrestling-specific competition. Their priorities center on maximizing WWE’s global reach and streaming partnerships rather than tactical moves against rival promotions.
Khan’s Personal War Against AEW
According to Meltzer’s reporting, Nick Khan perceives AEW as a legitimate competitive threat requiring active suppression. This perspective drives WWE’s scheduling decisions and media strategies targeting the Jacksonville-based company.
“This is all Nick Khan. These counter-shows, these scheduled overlaps, these hit pieces — that’s Khan’s department. He sees AEW as competition, and he wants to keep them boxed in. But they’re going overboard now.”
The WWE President’s approach involves multiple tactics designed to limit AEW’s growth opportunities. These include strategic event scheduling and coordinated media campaigns aimed at controlling wrestling industry narratives.
The Battle of the Khans Intensifies
The rivalry between the two executives reached a public flashpoint in 2021 when Tony Khan delivered a scathing promo targeting his WWE counterpart. The AEW President’s comments came during WWE’s reported negotiations with New Japan Pro-Wrestling.
“I read in the Observer today that New Japan Pro-Wrestling has had talks with WWE’s President Nick Khan. Well, Nick, I have to say—if you’ve been talking to New Japan Pro-Wrestling for two months, you’ve gotten a lot done. I’ve had New Japan Pro-Wrestling here in AEW. So I think there’s only room for one Khan in wrestling, and it’s me.”
This direct confrontation established the personal nature of the competition between the two companies’ leadership. What began as business rivalry has evolved into strategic warfare with increasingly public dimensions.
Industry Critics Question WWE’s Approach
Wrestling industry observers have begun questioning the effectiveness and necessity of WWE’s aggressive tactics. Meltzer specifically criticized the resource allocation behind these efforts.
“They’re spending so much money on something that’s not even effective. I mean, do you really need to run the Great American Bash opposite All In? Or plant a dozen stories just to tweak perception? You’ve already won in terms of market share. It comes off petty.”
The criticism highlights WWE’s dominant market position and questions whether such tactics serve any meaningful business purpose. With WWE already controlling the majority of wrestling’s mainstream attention, these moves appear increasingly unnecessary.
Potential Backfire Effect
Industry analysts suggest WWE’s aggressive approach might actually benefit AEW by positioning them as sympathetic underdogs. Fan perception of corporate bullying could strengthen AEW’s appeal among wrestling audiences.
“People are starting to see WWE as the big bully. They’re not just beating AEW — they’re trying to humiliate them. And that makes the underdog look more sympathetic.”
Meltzer noted that AEW’s dedicated fanbase remains largely unaffected by WWE’s counterprogramming efforts. The strategy may actually reinforce existing loyalties rather than converting viewers.
“And honestly, I don’t think it’s helping. AEW’s audience is loyal. If anything, WWE’s making them look like the bad guy in a fight they’ve already won.”
The Unintended Consequences of Corporate Warfare
Nick Khan’s campaign against AEW reveals the complex dynamics within wrestling’s corporate hierarchy. While TKO focuses on global expansion and entertainment industry positioning, WWE’s wrestling division remains locked in traditional promotional warfare.
This disconnect between corporate strategy and divisional tactics could ultimately undermine WWE’s broader objectives. As the company pursues mainstream legitimacy and global growth, internal decisions that appear petty or vindictive may damage their carefully cultivated corporate image.
The wrestling industry watches closely as this executive-level rivalry continues to unfold. Will Nick Khan’s aggressive approach successfully contain AEW’s growth, or will it backfire by creating exactly the kind of rebellious underdog story that wrestling fans love to support?
