Sources inside WWE have confirmed that the company intends to continue an aggressive counterprogramming strategy against All Elite Wrestling. According to Bryan Alvarez on Wrestling Observer Live, people within WWE have made it clear that their goal is to consistently “go after” the rival promotion.
This strategy was evident in the scheduling conflict for Saturday, September 20, 2025. WWE announced its WrestlePalooza premium live event for that night, prompting AEW to shift the start time of its All Out pay-per-view to 3 p.m. ET on September 2 to avoid a direct head-to-head clash.
Both events carry major significance. AEW’s All Out, taking place in Toronto, will be the promotion’s first pay-per-view streamed directly on HBO Max. WWE’s WrestlePalooza, held in Indianapolis, will mark its debut premium live event on ESPN and is rumored to feature high-profile matches, including John Cena vs. Brock Lesnar.
Reports suggest WWE views this scheduling as part of a broader business strategy aimed at limiting AEW’s chances of landing a lucrative new television rights deal and slowing its market momentum. WWE is also reportedly considering booking John Cena’s farewell match on December 27, the same date AEW has scheduled its Worlds End pay-per-view.
Alvarez described the mindset behind WWE’s approach, noting that AEW’s decision to move its show may have reinforced WWE’s strategy:
“The day is gonna come where WWE counterprograms, AEW moves a show, and then WWE moves their show. It’s gonna happen at some point,” Alvarez said. “They’re gonna screw with the guy because now they know this guy’s gonna blink, he’s gonna move his show.”