Editorial: What AEW Needs to Succeed with Wembley Stadium Show
Is the AEW All In stadium show off to good start? AEW’s upcoming All In event at London’s Wembley Stadium is attracting a lot of attention, chiefly as to whether the promotion can fill the stadium.
Tony Khan announced the show on the 5 April Dynamite, and now, Dave Meltzer is reporting in this week’s Wrestling Observer on what we know about fan interest in the show so far:
Tickets go on sale to the public on 5/5, but they are doing a pre-register for early access with a code, and there will be a pre-sale on 5/2. That will largely give a strong clue as to how successful the show will end up being. There were reports of 25,000 sign-ups the first day.
H/T 10 April 2023 Wrestling Observer Newsletter
AEW’s decision to run its first UK show in a high-capacity venue is certainly ambitious. There’s the potential for massive success as well as massive success. According to Meltzer, AEW is hoping to take advantage of two big anniversaries:
Khan is also promoting the show around 2023 being the 100th anniversary of the original Wembley Stadium and the 100th anniversary of Warner Brothers, the ownership company of TBS and TNT, the company’s U.S. broadcasting partner.
H/T 10 April 2023 Wrestling Observer Newsletter
While these anniversaries may look good on a marketing prospectus, AEW’s ability to draw enough fans to make this a success relies on two factors: 1) the appeal of the card; and 2) the ticket prices.
What AEW Needs to Do to Make All In a Success
Tony Khan can’t phone in a card, thinking fans will show up to see AEW. That’s the strategy for disaster (as frequently seen by the way he books Rampage). Khan should book this like AEW’s existence depends on it.
While AEW can take the financial hit of a Wembley show flopping, the optics will be terrible. The top stars need to be there and they need to work in whatever the top programs are in the company. AEW should consider bringing in outside talent and of course, some appearances by UK favorites.
The second factor is the ticket price. Will AEW go the WWE route and set ticket prices high as it did with last year’s Clash at the Castle and the upcoming Money in the Bank? If so, it could be in for a disappointing return.
According to Meltzer, AEW is co-promoting the event with Live Nation, which has a spotty record with fans of concerts and other events. Let’s hope buying tickets doesn’t turn into a debacle for fans.
AEW All In Stadium Show Off to Good Start?
Ultimately, AEW is shooting for the moon with such a lofty goal. It doesn’t have to sell out the stadium but a half-empty stadium is going to drive home the point to outsiders that AEW is a WWE wanna-be.
As Mr. McMahon might say “Perception is reality, pal!” If AEW wants to impress advertisers and Warner-Brothers Discovery (which will be negotiating for the rights to AEW TV in the near future), it needs a robust showing. Of course, knowing the media, it wouldn’t surprise WrestleLamia if clueless reporters described an AEW sell-out (or success) as a WWE event.
Do you think AEW will succeed with All In? What are your thoughts about the show? Let us know in the comments below.
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