WWE Planning More Counterprogramming of AEW

Posted by admin on July 9th, 2025

WWE Planning More Counterprogramming of AEW – This Saturday is shaping up to be one of the busiest days of the wrestling calendar, with AEW’s All In: Texas set to take over Globe Life Field in Arlington, while WWE runs not one, but three separate events: NXT Great American Bash, Saturday Night’s Main Event, and the all-women’s premium live event, WWE Evolution.

While some believed the overlapping schedule might be a one-off coincidence, new reports suggest otherwise — and WWE may be just getting started.

Speaking on Wrestling Observer Radio, Bryan Alvarez stated that WWE’s strategy of counterprogramming AEW isn’t a fluke. In fact, it appears to be a deliberate, ongoing tactic under the company’s new TKO-led corporate structure.

“I was told that if you think WWE learned something or maybe they decided [counterprogramming isn’t a good idea]… no, we’ve got more coming,” Alvarez revealed. “At any time, you’re gonna hear about the next WWE battle vs AEW, the next counterprogramming attempt. We’ll be hearing about that fairly soon.”

This suggests that WWE’s decision to book a heavy slate of events on the same day as All In — its rival’s most ambitious show of the year — is part of a broader strategic plan rather than an isolated incident. It’s reminiscent of the “Wednesday Night War” era between AEW Dynamite and WWE NXT, which spanned from 2019 to 2021.

Looking ahead, the next battleground could come over Labor Day weekend. AEW is expected to run its traditional All Out pay-per-view, while WWE will present Bash in Berlin from Germany — another potential head-to-head clash.

AEW star MJF recently shared his perspective on WWE’s scheduling tactics in an interview with TV Insider. He called WWE’s approach a “smart business practice,” praising WWE executives Nick Khan and Triple H for “doing what is necessary” to stomp out competition. MJF’s full comments can be read here.

With both companies locked into premium event seasons, fans should expect more of these high-stakes weekends as WWE and AEW continue to battle for audience share — both in the arena and on television.