10 Reasons Why WWE’s Future Is Brighter Than You Might Think
8. The USA Network TV Deal Is Up For Renewal In 2019
TV remains WWE's primary revenue source. While RAW popped its biggest rating in three months with the Jason Jordan-as-Kurt Angle's-son reveal, we're talking fractions, realistically: with every decline in viewership, WWE's hand is compromised when it comes to renegotiating the terms of their deal (which ends in 2019) with the USA Network.
RAW remains USA's most popular show. That is offset slightly by how much it costs to produce. Moreover, wrestling, even Vince McMahon's sports entertainment branding of it, is still considered a carcinogen from the perspective of some sponsors. The relationship between WWE and USA is symbiotic and in no real danger of collapsing. Recent viewership indicates, however, that it would be more than reasonable of USA to expect more from WWE. This, optimistically, might force McMahon to rise from his laurels and give USA and viewers the impetus to renew their interest in what is a stale product. You might argue that ratings matter less and less - but why would WWE threaten to position John Cena as a free agent, if they didn't need to lend his needle-moving star power to RAW for a short term boost?
A sporting framework a la NJPW; deviation from the General Manager formula; a more extemporaneous approach - these are radical suggestions for a conservative company. Still, the feeling that some sort of fundamental shift is required grows harder to shake, especially when considering that WWE's first answer to a pressing question, the ripped-up recruitment policy of old, hasn't worked out.
The embryonic stages of such a shift might already be happening.