5 Biggest Winners & Losers From WWE SummerSlam 2016

4. Loser: Rusev

rusev roman reigns
WWE.com

Given WWE’s penchant for 50/50 booking, Roman Reigns’ clean win over Rusev on last week’s Raw suggested a pay-per-view victory for The Bulgarian Brute.

It would’ve likely ended in a dusty finish - because like it or not, Reigns is still one of the most protected guys in the company - but at least it would’ve been a measure of revenge for weeks of outright bullying. In their latest attempt at reviving their dying babyface experiment, WWE have only succeeded in portraying Reigns as an obnoxious pest throughout the Rusev feud, and it’s not getting any better.

Their match never got started. The two wrestlers brawled all over ringside before the bell even rang, and though Rusev started it, Reigns, the apparent babyface, took things several steps too far. After brutalising Rusev with a steel chair, Reigns left ringside, only to return and deliver a completely needless Spear on the ramp, leaving Raw’s prime monster heel dead and buried.

Rusev hasn’t gained an inch of ground on Reigns since the feud began. He’s been falling behind on a weekly basis, and after being humiliated by the Samoan on two consecutive Raws, WWE’s United States Champion was made to look like the weakest guy on the roster. It’s a humongous momentum hit for a guy who should be one of WWE’s top heels, and a damning indictment of how poorly WWE value their midcard champions.

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Channel Manager
Channel Manager

Andy has been with WhatCulture for eight years and is currently WhatCulture's Wrestling Channel Manager. A writer, presenter, and editor with 10+ years of experience in online media, he has been a sponge for all wrestling knowledge since playing an old Royal Rumble 1992 VHS to ruin in his childhood. Having previously worked for Bleacher Report, Andy specialises in short and long-form writing, video presenting, voiceover acting, and editing, all characterised by expert wrestling knowledge and commentary. Andy is as much a fan of 1985 Jim Crockett Promotions as he is present-day AEW and WWE - just don't make him choose between the two.