What if Disney bought WWE?

WWE is the largest wrestling company in the world and imposing media presence in and of itself. However, in recent years, the conversation has surfaced as to whether WWE might ever sell outside the McMahon family. If that were to occur, it would have to be a major media company with money, resources, and a prospective interest in what WWE brings to the table. Moreover, given the level of commitment the McMahon family has shown to its wrestling business across generations, we have to assume that any sale would have to involve a partnership that respected what the WWE product has been and afforded it a degree of autonomy.

Disney is one of the few companies that fits this profile for its tremendous resources at its disposal, and a history of absorbing brands like Marvel and The Muppets. In interviews, Stephanie McMahon has suggested that selling isn’t completely impossible, but that’s not exactly a reason to think a deal is imminent. Moreover, she more recently made comments about WWE’s growth efforts and explicitly suggested that WWE could one day be bigger than Disney. Whether that name drop was incidental or a strategic nod toward the Disney company for some strategic purpose is unclear.

There is no concrete reason to think Disney will buy WWE anytime soon, but this article takes a moment to speculate about what such a major business transaction might look like and mean, particularly for WWE which would surely need to adapt to accommodate this big shift in ownership.

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#5 A harder PG sensibility

Under Disney, WWE would not only stay but steer harder into its PG style.

WWE has been operating in the so-called PG Era for some time now. Hardcore fans have debated the merits of this philosophy. Many have resented WWE eschewing the edgier storytelling style that defined the successful Attitude Era, while others have ceded the realities of WWE’s business interest. Moreover, as more time has gone on, talents and booking have adapted to by and large succeed within a new framework.

Despite taking on a more family-friendly identity, on the whole, WWE has still walked the line as often as not when it comes to how completely it colors within the PG lines. For example, when The Rock comes back, he has greater latitude to still carry himself the way he did in his heyday, complete with questionable language. The same is true for Stone Cold Steve Austin, and to a lesser extent, the liberties Vince McMahon and Triple H themselves have taken with items like getting color.

Under the Disney banner, we can expect WWE to rein things in tighter than ever, representing not only themselves as a family-friendly brand but a larger corporation with those kinds of sensibilities.

#4 Leaning into kid-friendly storylines

WWE could target a younger demographic in a more focused way.

In addition to going more staunchly PG and working within careful limitations, if Disney were to acquire WWE, we could expect a more pronounced focus on kid-friendly storylines. We have seen some of this dynamic of WWE’s own volition in recent years, including angles like Hornswoggle’s feud with Chavo Guerrero, The Muppets guest hosting an episode of Raw, and Santa Claus making recurring appearances around the holidays.

Fans notice, however, that the more childish elements of WWE programming largely tend to be relegated to the lower card and guest spots. Under Disney’s ownership, we could see more of a paradigm shift in which even the main event scene gets more drawn into kid-friendly programming. That may include less overt violence or adult-oriented grudges. Shades of gray booking may slip as the company espouses more black and white good versus evil stories, in some ways more like what WWE did in the 1980s during its original national expansion.

#3 No more dealings with Saudi Arabia

Under Disney, shows like the Greatest Royal Rumble and Crown Jewel wouldn't be likely to continue.

WWE entered a long-term deal with the Saudi Arabian government this past year. On the surface, it seemed like a natural expansion of WWE’s international business interests, besides a reflection of the current Saudi administration’s interest in presenting a more progressive image. The Greatest Royal Rumble stadium show kickstarted their joint efforts, and while it wasn’t an all-time great event, it nonetheless seemed to suggest a mutually beneficial relationship that was more or less harmless to the rest of WWE programming efforts.

Things took a turn with the controversy over the Saudi leadership allegedly coordinating the murder of a journalist. The Crown Jewel event, in particular, came under intense scrutiny, before WWE made the largely unpopular choice to see through the show despite media criticism and major talents like John Cena and Daniel Bryan refusing to participate.

Vince McMahon himself reportedly made the final call on Crown Jewel to protect a business relationship and the huge dollar amounts attached to it. It’s unlikely that Disney would have made the same call, both for its public image and for not having as much need for Saudi resources to bolster its business.

#2 Changes to the WWE Studios model

WWE Studios may become a relic of the past if Disney takes over.

In 2002, WWE rolled out WWE Studios, an enterprise that took the company into the movie business with a focus on films starring WWE talents, and then more broadly producing its own line of films. The project largely flopped in terms of major motion picture releases but has reportedly done better with its focus on direct to DVD releases. Nonetheless, it’s questionable whether WWE Studios actually makes business sense at the end of the day, with a number of critics suggesting that it’s above all else a vanity project for Vince McMahon demonstrate he’s more than a wrestling promoter.

If Disney were to buy WWE, we have to guess that WWE Studios would shift, if not go away altogether. In exchange, though, we may see more pronounced presence for WWE talent in Disney films, including Marvel superhero projects where they would likely fit in pretty well.

#1 John Cena back to front and center

John Cena may return to the top under Disney ownership.

John Cena was the face of WWE for most of its PG era to date, and the years to immediately precede that time period. While a segment of hardcore fans balked, his ability to connect with kids and work within PG guidelines made him a natural choice to represent the company—and that’s not to mention his herculean physique and growth as an in-ring performer across his time on top.

Cena’s time on top of WWE seems to have passed. He has leaned into his budding acting career of late, working fewer WWE dates in 2018 than any time he wasn’t out due to injury. Cena seemed to have passed the torch to Roman Reigns when he lost to him at No Mercy 2017. However, with Reigns out battling leukemia, and all the more so with WWE trying to make Disney happy with both marquee stars and a clear family friendly sensibility, Cen my well get called back into action.

To be fair, the key component to Cena’s longevity on top has been his willingness to do whatever WWE asks of him. Even as he embarked on his acting career more fully, he stated in interviews that a core part of his mission was to further WWE’s reach and appeal. Assuming that all holds true, it’s reasonable to expect Cena to answer the call to lead WWE’s Disney era if it were to come to fruition.