10 Things AEW MUST Do To Compete With WWE

9. Don't Go ALL IN On The 'Alternative Strategy'

Ambrose AEW
WWE

As if trying to hide the elephant in the room - a papier-mâché elephant pulped from Tony Khan's billions - Cody had initially presented AEW as an upstart babyface territory.

He didn't wish to compete with WWE, merely to provide an alternative. Whether it's mixed messaging, or an intensified campaign, or whatever, the pointed word choice of the new, trademarked slogan 'Change The Universe' exposes the strategy. This bait, the "we're going to promote tag team wrestling" campaign promise, the illusion of real pyros at the inaugural rally - it's all very much of a kind. AEW is in danger of fashioning itself not as an alternative to WWE, but anti-WWE - a promotion that makes good what WWE makes sh*t.

The problem with this strategy is that, for whatever reason, WWE fans sure love WWE - and AEW needs WWE fans to exist as a viable mainstream entity. The mere, earnest recommendation of a Kenny Omega match inspires within some of them full-on conniption fits. It's a form of brainwashing. It's a pure denial that anything else can possibly be good.

Going full WCW - which in retrospect paints WCW as a desperate joke, very much the proto-TNA - is only going to intensify a denial warped by insult.

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!