Matt Hardy on WWE Ticket Sales: The Product Isn’t ‘White Hot
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WWE Ticket Prices Rise, Attendance Declines post-TKO Merger
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Recent data suggests a correlation between increased ticket costs and lower attendance at WWE events following the TKO Group Holdings merger in September 2023.
Rising Ticket Costs and Attendance Trends
wrestler and podcast host Matt Hardy discussed the recent trend of declining attendance at WWE live events on his podcast, The Extreme Life of Matt Hardy. Hardy suggested that increased ticket prices, coupled with the infrequent appearances of popular veteran performers like John Cena, may be contributing to the downturn.
Hardy stated, according to a transcription provided by wrestlingnews.co, that Vince McMahon “always wanted to make wrestling as affordable as possible. I think too, he was cognizant of that fact.”
Data from Wrestlenomics confirms that average ticket prices for WWE’s main roster television events have nearly doubled since the TKO merger in September 2023.attendance figures from WrestleTix further illustrate this trend. For example, the October 31 SmackDown event in Salt Lake City distributed an estimated 4,226 tickets. In contrast, the Saturday Night’s Main Event Premium Live Event, held in the same arena two days later, distributed 7,867 tickets.
| Event | Date | Location | Estimated Tickets Distributed (WrestleTix) |
|---|---|---|---|
| SmackDown | October 31, 2023 | Salt Lake City, Utah | 4,226 |
| Saturday Night’s Main Event | November 2, 2023 | Salt Lake City, Utah | 7,867 |
Factors Potentially Influencing Attendance
Hardy’s comments highlight a potential shift in WWE’s approach to ticket pricing following the merger with TKO Group Holdings, a company formed by the combination of UFC and WWE. The increased prices may be a strategy to maximize revenue in the short term,but could also alienate long-time fans who are sensitive to cost.
The absence of key performers like John cena is also cited as a contributing factor. Cena’s limited schedule, due to his commitments to acting and other ventures, means fewer opportunities for fans to see a major star live. This can impact the perceived value of attending events, especially for casual fans.