The evolving business strategy of WWE under its new parent company, TKO Group Holdings, has sparked widespread discussion among wrestling fans and insiders alike. Notably, veteran wrestler Matt Hardy has publicly weighed in, asserting that TKO is maximizing WWE’s profit potential more aggressively than Vince McMahon ever did, signaling a shift away from the previous “family-oriented” approach that characterized the McMahon era.
The Changing Face of WWE: From Family-Focused to Profit-Driven
During Vince McMahon’s tenure, WWE was largely seen as a family-friendly entertainment product, balancing spectacle with accessibility. Ticket pricing and live event costs were kept relatively moderate to maintain broad appeal and encourage attendance across varied demographics. Matt Hardy points out that this “family-oriented” style was central to Vince’s philosophy, focusing not just on immediate revenue but long-term audience development.
However, since TKO’s acquisition of WWE and the integration with their other sports properties like UFC and PBR, business priorities appear to have shifted. Matt Hardy, speaking candidly on the Extreme Life of Matt Hardy podcast, highlighted that TKO is strategically focused on “maximizing the profit” from WWE assets, including escalating live event ticket prices[2][3]. While this move has boosted WWE’s financials substantially, it raises questions about sustainability and fan accessibility.
TKO’s Business Moves: Ticket Prices and Employee Relations
Evidence of TKO’s profit-maximizing model is apparent not only in ticket pricing but also in changes to WWE’s internal policies. Recently, WWE employees were informed of major updates to severance pay, aligning with TKO’s broader corporate standards rather than WWE’s prior policies. The old severance plan offering one month of pay per year worked was replaced by a more stringent two weeks per year model under TKO’s directive, impacting employee morale significantly[1].
A WWE insider shared, “The changes under TKO have made it clear that profitability is paramount. Employees across WWE, UFC, and PBR now face overlapping duties with less compensation protection. It’s a stark contrast to what people were used to under Vince.” This policy shift reflects TKO’s focus on leaner operations and tighter financial control across their portfolio.
Financial Impact: WWE Leading TKO’s Growth
From a corporate standpoint, TKO’s business strategy is paying off handsomely. WWE recently powered record growth for TKO Group Holdings in Q2 2025, highlighting its crucial role in the company’s financial success[5]. The organization’s aggressive monetization strategies, including premium ticket pricing, are driving revenue upward, possibly laying the groundwork for lucrative new media rights deals and contracts.
TKO’s approach is integrated with their wider fight entertainment vision, uniting WWE with UFC under a shared business umbrella. This consolidation is designed for scale and efficiency but can distance the product from the traditional wrestling fan base that valued WWE’s more community-minded ethic[6].
Potential Fan Backlash: Balancing Profit and Legacy
While the financial gains are clear, industry watchers and fans worry whether TKO’s profit-centric model risks alienating the core audience that built WWE’s legacy. The increased cost of attending live events has already drawn criticism across social media and wrestling forums.
Matt Hardy expressed guarded concern, noting that pushing ticket prices higher could lead to “a smaller, more affluent audience” but runs the risk of “eroding the family and grassroots fan foundation Vince worked so hard to build.” This tension highlights a critical challenge for WWE’s future leadership: balancing maximizing revenue without losing the authentic fan engagement that has historically driven the brand’s success.
What’s Next for WWE under TKO?
Industry sources close to WWE’s creative leadership suggest that the company is aware of these growing pains. According to a WWE insider, “There’s internal discussion about how far to push the profitability angle before the fan base pushes back in force. The name ‘WWE’ still means family-first entertainment to many fans, and TKO wants to keep that spirit without sacrificing earnings.”
Going forward, WWE might experiment with tiered pricing models or exclusive experiences to justify higher ticket costs while maintaining affordable access for broader audiences. Additionally, corporate policies on employee compensation could evolve to better balance cost efficiency with workforce satisfaction.
In summary, Matt Hardy’s observation that TKO is monetizing WWE more aggressively than Vince McMahon encapsulates the current wrestling industry’s crossroads. WWE under TKO is undoubtedly more profit-driven, reflecting broader entertainment industry trends, but also faces the challenge of preserving the connection with fans that made WWE a household name. Wrestlers, employees, and audiences will all be watching closely to see how this balance plays out in the months and years ahead.