Posted on 7/07/125 by Bob Magee
Since its inception, AEW has planted its flag as a promotion
where fans can find exceptional in-ring wrestling. That was
inside knowledge for Day 1 fans, for those who trickled in
over time, and for those who followed the likes of Bryan
Danielson or Jon Moxley on their moves over from WWE.
In 2024, absent a tagline that truly represented what the
brand was trying to accomplish, AEW CEO Tony Khan
contemplated how to position the promotion’s identity.
“I was looking for something that expresses the belief of
AEW, and to explain why AEW is such a unique company and why
wrestling fans should watch AEW. I thought of the phrase,
‘AEW is where the best wrestle,’” Khan tells Uncrowned.
“I think that it’s very true and encompasses what we’re
trying to do here. I think that in 2025, the AEW fans are
very happy with AEW shows and I believe the perception of
the fans is that [tagline] is an accurate statement. AEW is
where the best wrestle.”
A little over a year later, AEW is flying.
The promotion in 2025 is riding arguably its best run of
television and pay-per-views in recent memory, embodying
that vision of putting on an exceptional in-ring wrestling
product. About six years into its existence, Khan recognizes
the high bar needed to consistently impress the audience.
“It’s gotta be something very special to engage the fans, to
keep them interested,” Khan says.
“That’s why AEW’s been able to grow the audience this year.
We grew the cable audience from Q4 while we also built our
simulcast as we started streaming [on HBO Max]. We also grew
our cable audience in Q2. We've seen it continue to grow on
Wednesdays on TBS for 'Dynamite,' and on Saturdays for
'Collision' on TNT. I think it has built up like a snowball
gaining momentum.”
That momentum comes on the heels of Khan’s well-established
relationships with the likes of CMLL (Consejo Mundial de
Lucha Libre) and NJPW (New Japan Pro-Wrestling), solidifying
a global vision for AEW’s growth. Cross-branded cards
throughout AEW’s history like Forbidden Door with NJPW — and
more recently June's Grand Slam Mexico event from Arena
Mexico with CMLL — have provided positive momentum for all
involved.
“We've been able to bring in top wrestlers from all over the
world through our unparalleled partnerships. Working with
great promotions like New Japan Pro Wrestling and CMLL —
that are the dominant promotions of record in their home
markets — allows us to go and introduce our wrestlers in
these markets and also utilize the top international stars,”
Khan said.
“We've been able to build the best roster of wrestlers from
all over the world because our shows have been consistently
great. I think 2025 has been the best year of AEW yet — the
TV and the pay-per-views have been tremendous."
Khan confirmed AEW is interested in continuing to grow its
partnership with CMLL and would like to run Grand Slam
Mexico from Arena Mexico again.
“The first AEW show ever in Arena Mexico was a massive
success. A great partnership between AEW and CMLL, who own
and operate Arena Mexico. It means so much for them to
invite AEW to Arena Mexico and collaborate with AEW,” Khan
says.
“The show was fantastic and it was a testament to the spirit
of the wrestling fans all over the world, and in particular
the live fans in Mexico. It galvanized the AEW viewership,
leading to the biggest viewership of any AEW event in a very
long time. I think that the CMLL fans were so kind to
embrace AEW and our wrestlers with open arms. Absolutely,
the door is open for AEW to return to Mexico. I think all of
us want AEW back in Arena Mexico.”
AEW’s blend of top-tier in-ring wrestling and running venues
with either a unique tilt or some historic significance has
created a product with a passionate base. AEW will continue
that trend when it returns to London's O2 Arena in August in
collaboration with NJPW for Forbidden Door 2025.
“Each year Forbidden Door has emanated from an iconic
wrestling venue in one of the greatest wrestling cities in
the world, and this year will be the biggest one yet,” Khan
says.
“It’s one of the biggest gates in the history of AEW
already, and it's going to be a massive event collaborating
with our friends and partners at New Japan Pro Wrestling.”
The promotion will also emanate from the historic 2300 Arena
in Philadelphia in the fall for the first time later this
year, a venue that holds a special place in Khan’s heart.
“I went there when I was very young, when I was 13 years
old, to Philadelphia from Illinois, traveling with my father
to go see wrestling there," he says. "It was the first time
I'd ever been to a wrestling show outside of my hometown,
Champaign, Illinois. And it opened my eyes and it was the
first time I was able to meet a lot of my online tape
creator friends in person.
"Back in 1996, it wasn't like everybody was meeting up with
their online friends all the time, especially now when
you're 13 years old. But I had a vast array of tape-trading
buddies, and it was the first time I ever actually got to
meet any of them. And now, nearly 30 years later, they’re
AEW fans, which is really cool. And it'll be the first time
we've been able to bring AEW to the 2300 Arena. I'm looking
forward to that.”
While AEW expects to return to London’s Wembley Stadium next
year for its premier annual event, All In, Khan spoke about
the “great potential for huge events all across North
America” as well as the “untapped venues and markets” the
promotion hasn’t run yet. In his mind, there are endless
opportunities for AEW’s continued expansion.
More immediately, though, AEW has its collective eyes on All
In: Texas, which takes place this Saturday, July 12, at
Globe Life Field in Arlington, Texas. The stadium plays host
to the biggest North American show AEW has ever put on — and
the first time AEW's flagship event takes place in the
United States.
“It's the biggest AEW show we've ever attempted in America,"
Khan says. "It's going to be our biggest crowd we've ever
had in America, and it's our first ever pay-per-view in
Texas. I'm really excited, because on TV, typically the
Texas fans have been some of the loudest and best TV
audiences we've had in AEW.
“It's a fantastic show and I think it has the potential to
be the greatest AEW event ever.”
With just five matches announced — including both the men’s
and women’s Casino Gauntlet Battle Royals — the card is
already stacking up as a potential all-time great.
Kazuchika Okada against Kenny Omega for the AEW Unified
Championship could quickly become an all-timer if everything
falls into place. “Hangman” Adam Page’s path back to the
World Championship picture — and his chance to take the
title back from the Death Riders and Jon Moxley —
potentially concludes a story that’s been building since All
In 2024. “Timeless” Toni Storm against Mercedes Moné has
magic written all over it when the two stars meet for the
AEW Women’s Championship, and Swerve Strickland is
partnering with Will Ospreay in a scintillating tag-team
match against the Young Bucks.
For Khan, getting AEW into this position is a direct result
of the promotion’s ability to establish a slew of in-house
stars, with Storm and Strickland as cornerstone pieces.
Everything that happens in both the men’s and women’s
divisions revolve around their development. Storm has been
central to the women’s division for more than a year.
Strickland is responsible for one of Page’s best feuds and
has functioned as the face of the men’s division despite
losing the World Championship at last year’s All in.
Khan says Strickland was “earmarked for success” when he
joined the promotion. The levels he’s reached in AEW are
beyond what many expected when he debuted at the AEW
Revolution 2022 pay-per-view.
“He arrived in AEW with a strong reputation as an excellent
wrestler, and he's become a bigger and bigger wrestling
star. Each year he has been here, he’s appeared in some of
the most important AEW matches, and his star continues to
rise because he's one of the hardest working wrestlers,”
Khan says.
“He's very respected by his peers and through his hard work
and his remarkable skill. So Strickland has been able to
evolve himself into one of the most dynamic and exciting top
stars in pro wrestling today.”
Storm’s transcendence in AEW hasn’t followed the same model
as Strickland’s. After she filmed "Queen of the Ring" in
2023, Khan was looking for new stories and a new presence.
He asked Storm if she’d seen some old films and gave her a
list of movies he thought would be interesting to see her
integrate into pro wrestling.
“Some of the characters really reminded me of her, the kind
of presence I thought she had and would be able to bring to
a wrestling show and something I really wanted to tap into
that I thought existed inside of her. And that is ‘Timeless’
Toni Storm — and it is all too real,” Khan says.
“She's such an incredible stage presence and I think a great
wrestler, first and foremost, with tons of experience all
over the world. ‘Timeless’ Toni is something that I've
wanted to do because it represents what's inside her, and
she's been able to find the Hollywood starlet within
herself. It always existed and it's evolved, it's refined.
It's become more refined. And now we're seeing a great
wrestling champion, a great Hollywood starlet.”
For Khan and AEW, everything is clicking right now. They
have established stars locked in and waving the AEW flag
with the likes of Storm and Strickland. They have budding
stars and continue to uncover top talent like Megan Bayne
and Kyle Fletcher. Their media deal includes opportunities
to expand their audience through streaming, and AEW
continues to find new and unique ways to present their
programming.
“I think that pro wrestling is very unique. It's the only
sport that runs 52 weeks a year with no offseason, and it is
really a lot of positives that you can draw from that," Khan
says. "In particular, when you have good momentum like AEW
has right now, it is awesome to strike while the iron's hot,
and AEW's having a really hot 2025.
“We always look forward to going onto the next show right
now because we've been putting on great shows consistently.
I don't ever want to take it for granted. I really love
wrestling and I do like to live in the moment, and I'm very
proud of the high quality AEW has established and is
maintaining week in, week out in 2025.”