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If you watched UFC 200, then you'll know that this has already been done before. The WWE 2K17 promotional material featuring Brock Lesnar and Paul Heyman played pretty much on a loop throughout the night, and it's a great example of how to plug the other company's big events.
You can have the commercial breaks feature advertisements between the two sides for every single big show they put on.
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Plus you can have Michael Cole promoting the next UFC event, meanwhile the UFC lead commentator brings up the fact that SummerSlam is just around the corner. The potential is there and it's just a case of ceasing it, as opposed to being afraid about what the backlash could be from certain sections of fans.
We conclude with a big project that if done right, could be magnificent.