Since WWE’s merger with UFC under the TKO Group in late 2023, ticket prices for WWE live events have surged dramatically—almost doubling on average—without any notable drop in fan attendance or demand. This startling shift marks a significant change in WWE’s live event economics and has become a major talking point in the sports entertainment industry.
Dramatic Ticket Price Increase Backed by Data
An analysis of data from Pollstar, conducted by industry insider Brandon Thurston at Wrestlenomics, reveals that average domestic ticket prices for WWE’s weekly main roster TV shows such as Raw and SmackDown have nearly doubled in real dollars since the TKO merger’s finalization in September 2023[1]. The trend began sharply escalating in 2024 and has persisted through 2025, reaching an average price of around $118 per ticket—up from roughly $75 before the merger.
Wrestlenomics’ sample includes about 27 domestic WWE events so far in 2025 and draws comparisons to approximately 50 events annually in preceding pre-pandemic years to underscore the magnitude of this shift[1].
How WWE’s Price Hike Compares to Other Major Sports and Entertainment
The spike in WWE ticket prices is not mirrored in other major live events or sports. Pollstar’s reports and Live Nation investor disclosures indicate that average ticket prices across typical North American touring acts have remained relatively flat from 2023 to 2024 when adjusted for inflation[1].
In professional sports, the NFL experienced a slight decline in ticket prices this season compared to last year, while the NBA recorded a moderate 21% increase from $118 to $144 in 2024-2025[1]. WWE’s 60% single-season price jump far surpasses these figures, making it an outlier in both the sports and live event sectors.
Fan Demand Not Deterred by Rising Costs
Perhaps most striking, despite these record-high ticket prices, WWE is not seeing a reduction in attendance. Data compiled from WrestleTix shows that Raw and SmackDown have maintained almost identical attendance numbers—averaging roughly 10,847 tickets distributed per event in 2025, virtually unchanged from 10,849 the previous year—even as prices climbed from $75 to $118[2].
A source close to WWE commented on this trend, saying, “The merger gave WWE access to new capital and marketing frameworks, allowing them to revalue their product confidently. The fanbase’s loyalty and the draw of marquee matchups are key factors preventing any attendance drop despite higher prices.”
AEW’s Ticket Price and Attendance Trends Contrast Sharply
The ticket pricing and attendance trajectories of WWE’s main competitor, All Elite Wrestling (AEW), have moved in the opposite direction recently. Adjusted for inflation, average AEW TV event ticket prices dropped from $58 in 2022 to $49 in 2025, accompanied by a decline in attendance based on limited available data[2].
Additionally, efforts by AEW to include confidentiality clauses in venue contracts hint at possible restrictions on public attendance data, suggesting a potential strategy to manage perceptions amid declining numbers[2].
What Does This Mean for WWE and Its Fans?
The doubling of WWE ticket prices post-merger and the sustained demand indicate a strategic shift by TKO’s management to capitalize on WWE’s strong brand equity and dedicated fanbase. The company appears confident that fans will pay premium prices for live experiences, especially as WWE continues delivering high-profile storylines and marquee names.
A WWE insider added, “While some fans griped about the price hikes initially, the product quality and star power have reassured many. This is a calculated risk by TKO — boosting revenue without hurting attendance so far.”
It remains to be seen whether this pricing strategy will persist long-term or face challenges if market or fan enthusiasm softens. For now, WWE’s live event business is flourishing financially despite sticker shock.
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