MJF Weighs In on WWE Counter-Programming: “It’s Smart Business” – AEW star MJF has never been shy about speaking his mind, and in a recent interview with TV Insider, he offered a candid take on WWE’s ongoing scheduling tactics — specifically, airing major events at the same time as AEW programming. With AEW’s All In: Texas and WWE’s NXT Great American Bash both set for Saturday, July 12, the overlap has reignited fan debate about counter-programming strategies.

When asked directly about WWE running events concurrently with AEW shows — despite publicly dismissing AEW as “not competition” — MJF delivered a sharp yet surprisingly business-savvy response.

“You mean shows that are running at the exact same time as us, even though they claim we’re not competition? How do I feel about it? I think it’s a smart business practice. I give jolly old St. Nick and Trips a whole lot of credit. At the end of the day, if you can stomp out your competition, you’re doing what is necessary. Don’t judge them for it, but also, don’t be stupid. They’re not doing this by happenstance. This isn’t circumstantial. None of it is.”

His reference to “jolly old St. Nick” was aimed at WWE President Nick Khan, while “Trips” is his nod to WWE Chief Content Officer Triple H. Rather than railing against the practice, MJF acknowledged it as a calculated strategy — a rare note of respect in a typically heated rivalry.

A Battle for Eyeballs This Saturday

This Saturday’s head-to-head showdown is one of the most direct examples of counter-programming to date. AEW All In: Texas — one of the company’s marquee events — will air from Globe Life Field with a rare afternoon start time. Simultaneously, WWE will broadcast NXT Great American Bash, and later that night, roll out a primetime NBC special with Saturday Night’s Main Event, headlined by Gunther vs. Goldberg.

MJF’s AEW Trajectory

Since returning to action at AEW Grand Slam: Mexico, where he defeated CMLL legend Místico, MJF has been tangled in a slow-burning alliance with The Hurt Syndicate. Though he hasn’t officially joined the faction, he aided Bobby Lashley and Shelton Benjamin in retaining the AEW World Tag Team Titles at Dynasty in April. His storyline with the group has blurred lines between opportunism and allegiance, keeping fans guessing.

MJF’s current stance reflects both his character’s trademark arrogance and a growing reputation for business-minded analysis of the wrestling landscape. While AEW and WWE continue to battle for viewership and market share, MJF’s take strips away the pretense and calls it what it is — a competitive war for dominance.

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MJF Weighs In on WWE Counter-Programming: “It’s Smart Business”

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