10 Secrets Behind The Rise Of AEW

4. A Savvy Use Of Politics

Becoming All Elite
AEW/Lee South

AEW is the babyface promotion.

AEW is the babyface promotion to the extent that its detractors label it 'All Friends Wrestling'. Mates get jobs. Brandon Cutler, Luther, Michael Nakazawa etc. Tony Khan used several independent talents to fill out Dark cards during the pandemic, giving work to the out-of-work who couldn't land gigs on an indie scene that no longer existed. He has only released a handful of talents; there are considerably more acts than there is TV time, several of which go months without a televised appearance. Khan is reluctant to release any of them. There is a vibe of goodwill to maintain.

All of which might depict AEW as a naive money-eating promotion that lacks the ruthlessness to maximise its revenue and resources - one that will one day fail as a result of it being too nice.

This isn't the case. The promotion exists to begin with because Khan and the Young Bucks leveraged the success of Ring Of Honor to their benefit. All In wasn't a pilot, but if it was a brochure to the TV industry, Joe Koff financed it to the detriment of his promotion. Moreover, Khan was savvy enough to work his way into a loose relationship with New Japan Pro Wrestling. Two years removed from disastrous opening negotiations, he pinpointed KENTA, marooned in the States, as a way into that forbidden door. In exchange for promoting NJPW Strong, Khan secured the elusive working agreement. He bided his time. Craftily.

One promotion played it nice by entering a hiatus throughout much of the pandemic and appeasing its top stars altruistically before the world changed.

It wasn't AEW.

Contributor
Contributor

Michael Sidgwick is an editor, writer and podcaster for WhatCulture Wrestling. With over seven years of experience in wrestling analysis, Michael was published in the influential institution that was Power Slam magazine, and specialises in providing insights into All Elite Wrestling - so much so that he wrote a book about the subject. You can order Becoming All Elite: The Rise Of AEW on Amazon. Possessing a deep knowledge also of WWE, WCW, ECW and New Japan Pro Wrestling, Michael’s work has been publicly praised by former AEW World Champions Kenny Omega and MJF, and current Undisputed WWE Champion Cody Rhodes. When he isn’t putting your finger on why things are the way they are in the endlessly fascinating world of professional wrestling, Michael wraps his own around a hand grinder to explore the world of specialty coffee. Follow Michael on X (formerly known as Twitter) @MSidgwick for more!