WWE is a truly global company. Its programming is seen in over 100 countries and its roster is made up of the best sports-entertainers from all over the world. England, Scotland, Mexico, Canada, South Africa, Ireland and Switzerland are all represented by Superstars currently on the main roster. Rusev represents Bulgaria and could be an asset to the company when it comes to exposing that section of the world to its product. Like Rey Mysterio is to Mexico, Rusev could easily become an ambassador for WWE in his home country and its surrounding area, including Russia. That is the type of value to a company such as WWE that far exceeds ring work, promo ability or a connection with the fans. It is a great tool to have in ones back pocket and the company will value him significantly more because of it.