ESPN and WWE logos Edit via Liam McGuire
By Ben Axelrod on

As often happens in such situations, the recent passing of Hulk Hogan led to several examinations of the WWE legend’s legacy.

And while there is certainly plenty you could say about Terry Bollea the person, there is no questioning Hulk Hogan’s impact on the pro wrestling industry.

After all, it was the popularity of Hulkamania that Vince McMahon used as the primary vehicle to transform what was then known as WWF from a regional territory into a national force. Without Hulk Hogan, there very well may have never been a WrestleMania and the Hulkster certainly accelerated pro wrestling’s exposure on national and cable television.

In the years since, pro wrestling’s mainstream appeal has ebbed and flow, with its peak coinciding with the Monday Night Wars in the late-1990s — which Hogan’s shocking heel turn in WCW played no small role in. But ever since WWE bought WCW, Stone Cold Steve Austin retired and The Rock went to Hollywood, pro wrestling has largely existed as a subculture. Sure, the average non-pro wrestling fan might be aware of John Cena or check out the Vince McMahon Netflix docuseries. But it would be tough to argue that WWE carries the same cultural cache that it did 25 years ago, regardless of the company’s inarguable financial success.

That, however, is about to change.

Hours after Hogan’s body was laid to rest at a funeral in Largo, Florida, WWE announced a transformative deal in which its Premium Live Events will air on ESPN platforms beginning in 2026. While WWE has enjoyed brief flirtations in the mainstream over the last two decades, it has yet to experience anything like this; beginning next year, its biggest shows of the year — including WrestleMania — will now air on the top sports network’s streaming service, with some shows even being simulcast on ESPN’s linear channels.

WWE stands to make $1.6 billion in rights fees over the course of the five-year deal, but the monetary value could prove secondary to the mainstream exposure and promotion that ESPN will undoubtedly provide. Just a couple of hours after the deal was first announced on Wednesday morning, the ESPN P.R. machine was already in full effect, with Paul “Triple H” Levesque appearing on Get Up, Roman Reigns on First Take and Cody Rhodes on the 12 p.m. ET SportsCenter.

WWE stars have appeared on ESPN programming before, but it’s typically only been in advance of major shows like WrestleMania and SummerSlam or to promote outside projects. Now that will be a monthly — if not weekly — occurrence, as the Worldwide Leader in Sports finds itself invested in WWE’s success, just as it is with properties like the NFL, NBA and SEC football.

Look no further than the impact that ESPN has had on UFC’s mainstream appeal, as many believed that the network was overpaying when it signed a five-year, $1.5 billion rights to become the home of the MMA giant’s pay-per-views in 2018. Seven years later, UFC is now looking for a deal worth $1 billion annually (and it’s not crazy to think it will get one), thanks in large part to the exposure it has received on ESPN airwaves since the deal first began in 2019.

It also isn’t hard to imagine WWE’s ESPN deal having an even stronger impact, as unlike the UFC package, customers won’t have to pay an additional per-show fee to watch the PLEs. If you have an ESPN subscription (via most Pay TV providers), you’ll have access to WWE’s biggest shows of the year, creating a minimal barrier to entry for even the most casual or curious viewer.

While the ESPN deal seemingly came out of left field — most seemingly believed it was a forgone conclusion the PLEs would wind up on Netflix — it shouldn’t be a surprise that WWE opted to add another media rights partner in lieu of expanding a preexisting partnership. Under the leadership of WWE president (and former sports media super agent) Nick Khan, the company’s media rights strategy has mirrored all of the other major sports leagues, with a portfolio that includes Netflix, Comcast, Nexstar Media Group and now ESPN.

Even after the ESPN deal, WWE still has more inventory to sell and it wouldn’t be a surprise to see that portfolio continue to grow. But regardless of you feel about WWE or pro wrestling as a whole don’t work yourself into a shoot: this is very much the major sports media property that Hulk Hogan first indicated it was capable of becoming.

About Ben Axelrod

Ben Axelrod is a veteran of the sports media landscape, having most recently worked for NBC's Cleveland affiliate, WKYC. Prior to his time in Cleveland, he covered Ohio State football and the Big Ten for outlets including Cox Media Group, Bleacher Report, Scout and Rivals.

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