WWE’s recent purchase of AAAs is about expanding reach in the Latino market, and Nick Kahn has no patience on what this means for the company.
During TKO’s first quarter financial calls, WWE’s president emphasized the strategic importance of Latino stars like Penta and Ray Phoenix to attract large audiences.
“WWE, looking at some of the recent wrestlers who have come to Phoenix, especially to his real-life brother, the impressions of both social media – debut Penta, almost 100 million social media impressions.” Khan said. “When Latino viewers came out, I’m seeing Latino viewers surge. That’s something I noticed when Bad Bunny came along for a run with WWE a few years ago.”
Khan revealed that WWE sees serious potential for leveraging Latino demographics. He pointed out the upcoming WWE X AAA Worlds Collide and WWE Money in the Bank event. Both were held in Los Angeles on June 7th. According to Khan, both shows will be produced from a single truck. This is a move aimed at maximizing revenue while minimizing costs. “There’s efficiency there, there’s a fair amount of dollars there and I’m excited about the overall opportunity.” He said.
Khan also emphasized that the immediate impact of Penta is a sign of the future. “I came out of the gate with Penta the first week. When he first debuted, he was leading all the merchandise sales that week.” He pointed out. “It was my first time at the party and he was number one.”
As Penta already shows that they can move the needle, WWE is making a big bet on the Latinx star to promote content and product sales.
