WWE expands beyond wrestling


Apparently the future of World Wrestling Entertainment will be the addition of new entertainment content opportunities beyond the ring World Wrestling Entertainment has unveiled a new business model for future growth, including formally rebranding itself, WWE. The brand expansion will include acquiring entertainment content companies and the outsourcing of WWE’s core competencies – television and film production, live event production and licensing.

WWE will also focus on the development of new television products including scripted, non-scripted and animated programs, as well as the launch of a new WWE network in the next 12-18 months. The first new program of the brand expansion is “Tough Enough,” WWE’s non-scripted program that debuted on the USA Network 3/4.

The whole initiative will be highlighted through a national consumer and B2B ad campaign dubbed “Bigger. Badder. Better.” The campaign kicked off at WrestleMania XXVII 4/3 and will be featured on national cable TV, print and online.

WWE will also launch a new talent development department headed by Paul “Triple H” Levesque. The new department will put a greater emphasis on worldwide recruitment, training and character development to identify future WWE Superstars and Divas. The first recruit acquired under Levesque’s new department was the signing last month of future WWE Superstar, Sin Cara, formerly known as Mistico.