AEW's Eddie Kingston Expresses Concern Over WWE's Wrestlepalooza Counterprogramming Strategy

The professional wrestling landscape is poised for a significant clash this Saturday, with All Elite Wrestling (AEW) scheduled to host its annual All Out pay-per-view, coinciding with World Wrestling Entertainment’s (WWE) inaugural Wrestlepalooza event. This direct scheduling conflict has drawn criticism from within the industry, notably from AEW talent Eddie Kingston, who is set to make his return from a year-long injury layoff at All Out. Kingston has publicly described WWE’s counterprogramming efforts as "bulls—," expressing dissatisfaction with the competitive tactics employed by the larger promotion.

WWE’s announcement of Wrestlepalooza came approximately one month prior to the event, well after AEW had finalized its booking and promotional efforts for All Out. The card for the debut Wrestlepalooza event was notably stacked, featuring the highly anticipated return of former WWE Champions Brock Lesnar and AJ Lee, alongside appearances by legendary figures John Cena and the widely speculated presence of CM Punk. This strategic compilation of high-profile talent for an inaugural event has been widely interpreted as a deliberate move to draw viewership and attention away from AEW’s established pay-per-view.

This instance marks another chapter in the intensifying rivalry between the two major North American wrestling promotions, a trend that has seen a resurgence in direct competition following the "Wednesday Night Wars" between NXT and AEW Dynamite from 2019 to 2021. During that period, both companies directly competed for television viewership on Wednesday evenings, often resulting in strategic booking decisions and talent appearances designed to outperform the rival broadcast. While that particular weekly battle concluded with NXT moving to Tuesday nights, the occasional direct scheduling of major events has continued to fuel discussions about the nature of their competition.

In response to WWE’s scheduling, AEW founder and CEO Tony Khan implemented a tactical adjustment for All Out, moving its start time to an earlier 3 p.m. ET to avoid a direct head-to-head confrontation with Wrestlepalooza’s presumed evening start. Additionally, Khan strategically booked Kingston’s return from injury for the All Out card, aiming to bolster the event’s drawing power. Kingston, a fan-favorite known for his gritty style and authentic promos, has been a significant presence in AEW since his debut in 2020. His year-long absence due to a severe ankle injury, sustained during a match in [specific month/year of injury if available], had kept him off television, making his return a anticipated moment for AEW loyalists.

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Reflecting on his role in the context of this promotional battle, Kingston expressed a sense of humility regarding his perceived value as a drawing card. "Humbly, it’s flattering that they think I matter that much and can help them," Kingston stated in an interview with CBS Sports. He further elaborated on his perspective, "I don’t think too highly of myself. It’s not a beat yourself up thing. I was taught that the meek shall inherit the Earth. So I’m very humbled that they believe I can help in whatever bullshit war or bullshit that’s going on. ‘Cause all it is, is bullshit. It’s competition, and it’s one place wanting to monopolize."

Kingston’s remarks underscore a common sentiment within the industry regarding the competitive dynamics between promotions. While acknowledging the inherent nature of business competition, he refrained from outright demonizing WWE. He posited that "power corrupts," and conceded that AEW, if placed in a similar position of market dominance, might also engage in comparable tactics. This nuanced view highlights a pragmatic understanding of corporate behavior within the entertainment sector, where market share and audience capture are primary objectives.

The veteran performer urged fans to transcend the partisan mindset often fostered by such rivalries. He advocated for a focus on healthy competition, arguing that it ultimately benefits both consumers and workers within the professional wrestling industry. This perspective draws parallels to historical periods of intense competition, such as the "Monday Night Wars" of the late 1990s, when WWE (then WWF) and World Championship Wrestling (WCW) battled for supremacy on cable television. That era is widely regarded by many fans and industry observers as a golden age for wrestling, driven by the need for each promotion to innovate and deliver compelling content to outdo the other.

Kingston specifically referenced his own experiences as a fan during that period, recalling the innovative programming of WCW Monday Nitro. "WCW came with Nitro, and they had the cruiserweights. I remember them putting Brian Pillman and Jushin Thunder Liger on. I was stuck watching it," Kingston recounted. He emphasized the richness of content that arose from competition: "Imagine if I had said, ‘No! They’re WCW. I’m not watching it. I hate them!’ I would have missed Rey Mysterio, Psichosis, Dean Malenko and Eddie Guerrero. Imagine if I never saw the NWO or Hulk Hogan turning heel because I cut myself off?" This historical context serves to reinforce his argument that fan loyalty to a single promotion, to the exclusion of others, can lead to missing out on significant developments and exceptional talent.

The professional wrestling landscape in 2024 remains dominated by WWE, a publicly traded company with global reach and multi-billion dollar revenues. AEW, founded in 2019 with significant financial backing from the Khan family, has rapidly established itself as the second-largest promotion in North America, consistently drawing strong television ratings and live event attendance. The ongoing competition, while occasionally leading to scheduling conflicts, has also spurred both companies to invest heavily in talent acquisition, production quality, and creative storytelling, arguably leading to a more vibrant and diverse product for wrestling enthusiasts. Viewership figures from past head-to-head programming, such as the "Wednesday Night Wars," demonstrated the fluidity of audience preference, with both shows often exchanging leads in key demographics, indicating that direct competition can fragment the audience but also compel promotions to elevate their offerings.

Despite his critical remarks regarding WWE’s booking strategy, Kingston was careful to articulate his professional respect for the industry as a whole and for his peers. "I don’t want any place to close," he affirmed. He acknowledged his tendency to engage in verbal sparring with rival promotions, framing it as part of the competitive spirit inherent in professional wrestling. "Am I going to talk shit about WWE? Yes! Why? ‘Cause I’m not there and I’m with the other team right now. That’s it. There’s no hatred. I have friends there, and I don’t have a lot of friends. But the people I do consider friends, some of them are there. Do you think I want them to be out of a job? Hell no." This statement underscores a shared camaraderie among professional wrestlers, regardless of their current promotional affiliation, and highlights a desire for the overall health and prosperity of the industry.

As Saturday approaches, the concurrent events will undoubtedly test the loyalties and viewing habits of professional wrestling fans. Kingston’s comments serve as a timely reminder of the complex interplay between corporate strategy, artistic expression, and fan engagement in the ever-evolving world of professional wrestling.