Former Al Snow has stated that AEW’s decision to move the start time for its All Out pay-per-view is an admission that the company cannot win in a head-to-head competition with WWE. The change was made to avoid a direct scheduling conflict with WWE’s Wrestlepalooza premium live event, with both shows set for September 20.
Speaking on Vince Russo’s Brand, Snow called the decision the “smartest move they can do” given the circumstances. However, he framed it as a clear concession.
“It’s an acknowledgement of the fact that, when it comes right down to it, they’re not going to beat WWE going head to head,” Snow said. “Yeah, you know, we’ve talked about this numerous times, I’ve brought it up over the years. You can’t out WWE.”
Snow elaborated on the reasons he believes WWE is an insurmountable competitor, pointing to the company’s vast resources and deep-rooted industry power.
“Not just because of, let’s face it, their immense amount of financial resources, but on top of that, all of their experience, all of their direct connections that they have within the entertainment industry,” he explained. “You’ve got three—four. They’ve got four generations of not just experience and know-how, you have four generations of connections, influence, and financial resources that are out the wazoo.”
This scheduling conflict is part of a larger, aggressive strategy from WWE, according to reports. Bryan Alvarez of Wrestling Observer Live has stated that sources inside WWE confirmed the company intends to consistently “go after” AEW. This strategy is reportedly aimed at limiting AEW’s ability to secure a new television rights deal and slowing its market growth.
The stakes for the September 20 date are significant for both promotions. AEW’s All Out from Toronto will be its first pay-per-view to stream on HBO Max. Meanwhile, WWE’s Wrestlepalooza from Indianapolis, featuring John Cena vs. Brock Lesnar, marks the company’s first premium live event on ESPN.
Snow speculated that WWE could have moved its own start time to match AEW’s new 3 p.m. ET slot but chose not to because it would make their counterprogramming intent too obvious. Alvarez, however, sees a different future.
“The day is gonna come where WWE counterprograms, AEW moves a show, and then WWE moves their show,” Alvarez said. “It’s gonna happen at some point. They’re gonna screw with the guy because now they know this guy’s gonna blink, he’s gonna move his show.”
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