Tony Khan recently addressed WWE’s attempts to counterprogram All Elite Wrestling (AEW) pay-per-views amid the ongoing rivalry between the two promotions. Speaking during the AEW x NJPW Forbidden Door media call, Khan emphasized AEW’s achievements in 2025 without directly confronting WWE’s head-to-head scheduling strategy. He credited AEW’s progress this year to the collective dedication of the entire organization.
We’ve had a great 2025 in AEW, and I believe that, in large part, that’s because everyone in AEW is really focused on making AEW a tremendous promotion and continuing this excellent year we’re having,
Khan said.
Commitment to AEW’s Growth and Success
Highlighting a recent media rights deal with Warner Bros. Discovery, Khan stressed the importance of putting full attention on AEW’s development rather than reacting mainly to other wrestling entities. He described the strong internal momentum and enthusiasm found both inside AEW and within its fanbase, reinforcing the company’s focus on creating top-tier wrestling content each week.
All these things have come together to build a lot of excitement inside AEW and outside AEW, and all around the company,
Khan said.
I want to be able to continue that, and the most important thing for us is to talk about AEW and work really hard on AEW every week. It means not necessarily focusing on what every wrestling promotion is doing, but I do like watching wrestling and keeping up with what other wrestling promotions are doing,
he added.
He further reflected on AEW’s journey since its inception in 2019, acknowledging the competition but underscoring the organization’s strong focus on being the best possible wrestling promotion. Khan expressed confidence in AEW’s wrestlers, television programming, pay-per-view events, and fan support.
We’ve been in business since 2019, and in every one of those years, there have been other wrestling promotions at times doing very cool things. At the very best of AEW, we’ve been super focused on what we’re doing. Not being the only wrestling company in the world, but trying our best to be the best. I know we have the best wrestlers, and this year I think we’re doing the best TV shows and pay-per-views. I know we have the best fans.
—Tony Khan, AEW Head
WWE’s Ongoing Counterprogramming Efforts
WWE has taken several steps this year to schedule pay-per-view events opposite AEW’s major shows. For example, NXT Battleground overlapped with AEW Double or Nothing, while the upcoming WWE event NXT Heatwave is set for the same day as AEW Forbidden Door. Additionally, WWE announced WrestlePalooza, which will run simultaneously with AEW All Out on September 20. Despite this competition, Khan remains focused on AEW’s trajectory and the promotion’s long-term goals.
Looking Ahead to AEW’s Future
Tony Khan’s remarks suggest that AEW’s leadership intends to maintain their focus internally as they shape the company’s future, rather than engage in direct rivalry over scheduling. With strong support from its talent and fans, AEW aims to build upon its successful 2025 run and continue elevating its brand within the professional wrestling industry despite WWE’s counterprogramming challenges.
