Editing WWE (section)

===World Wrestling Entertainment, Inc. (2002–2023)===
====Lawsuit and renaming (2002)====
{{Further|WWF trademark dispute}}
On May 6, 2002, the World Wrestling Federation (WWF) changed both its company name and the name of its wrestling promotion to World Wrestling Entertainment (WWE) after the company lost a lawsuit initiated by the [[World Wide Fund for Nature|World Wildlife Fund]] over the WWF trademark.<ref>{{cite web|url=https://corporate.wwe.com/news/company-news/2002/05-06-2002|title=World Wrestling Federation Entertainment drops the 'F'!|date=May 6, 2002|publisher=WWE}}</ref><ref>{{cite web|url=http://contracts.onecle.com/wwe/wwf.settle.1994.01.20.shtml|title=World Wildlife Fund and Titan Sports, Inc. legal settlement|publisher=Contracts.onecle.com|date=January 20, 1994|access-date=June 2, 2012}}</ref> Although mainly caused by an unfavorable ruling in its [[WWF trademark dispute|dispute]] with the World Wildlife Fund regarding the "WWF" initialism, the company noted it provided an opportunity to emphasize its focus on entertainment.<ref name=GetFOut />

====First brand split (2002–2011)====
{{Main|WWE brand extension|WWE Draft}}
[[File:John Cena 2010.jpeg|thumb|175px|right|[[John Cena]] gradually became one of the biggest stars of WWE during this time and since 2005 he went on to win a record 17 [[World championships in WWE|world championships]] in the promotion.]]
In March 2002, WWE decided to create two separate rosters, with each group of wrestlers appearing on one of their main programs, ''Raw'' and ''SmackDown!'', due to the overabundance of talent left over from the [[The Invasion (professional wrestling)|Invasion storyline]] and the ensuing absorption of WCW and ECW contracts. This was dubbed as the "[[WWE brand extension|brand extension]]".

Beginning in 2002 a [[WWE draft|draft lottery]] was held nearly every year to set the rosters, with the first draft to determine the inaugural split rosters, and subsequent drafts designed to refresh the rosters of each show. WWE expanded the brand split by relaunching [[ECW (WWE brand)|ECW as a third brand]] on May 26, 2006.<ref name=SciFi>{{cite web|title=WWE brings ECW to Sci Fi Channel|publisher=WWE.com|url=http://www.wwe.com/shows/ecw/scifi|access-date=August 28, 2006|url-status=live|archive-url=https://web.archive.org/web/20060813175344/http://www.wwe.com/shows/ecw/scifi|archive-date=August 13, 2006}}</ref> Two years later, WWE adapted a more [[family-friendly]] format and their programming [[PG Era|received a TV-PG rating]].<ref>{{cite web|title=10 Years into the 'PG Era,' Did WWE Make the Right Call?|work=[[Bleacher Report]]|url=https://bleacherreport.com/articles/2786951-10-years-into-the-pg-era-did-wwe-make-the-right-call|last=Mueller|first=Chris|date=July 20, 2018|access-date=December 31, 2020}}</ref> The final ''[[ECW (WWE)|ECW]]'' program aired on February 16, 2010, after which it was replaced with ''[[WWE NXT (seasons 1–5)|NXT]]''.<ref>{{cite web|title=Goodbye ECW, hello NXT|work=[[The Baltimore Sun]]|url=https://www.baltimoresun.com/bs-mtblog-2010-02-goodbye_ecw_hello_nxt-story.html|last=Eck|first=Kevin|date=February 17, 2010|access-date=January 18, 2021|archive-date=February 6, 2021|archive-url=https://web.archive.org/web/20210206193323/https://www.baltimoresun.com/bs-mtblog-2010-02-goodbye_ecw_hello_nxt-story.html|url-status=dead}}</ref> During this time many new and young wrestlers would join the company, many which would become household names for the next years to come such as [[John Cena]], [[Randy Orton]], [[Brock Lesnar]], and [[Dave Batista|Batista]].

On April 7, 2011, WWE, via the WWE Corporate website, the company ceased using the full name World Wrestling Entertainment and henceforth referred to itself solely as WWE, making the latter an [[Pseudo-acronym|orphan initialism]]. This was said to reflect WWE's global entertainment expansion away from the ring with the ultimate goal of acquiring entertainment companies and putting a focus on television, live events, and film production. WWE noted that their new company model was put into effect with the relaunch of ''[[WWE Tough Enough|Tough Enough]]'', being a non-scripted program (contrary to the scripted nature of professional wrestling) and with the launch of the [[WWE Network]] (at the time scheduled to launch in 2012; later pushed back to 2014). However, the legal name of the company remained as World Wrestling Entertainment, Inc.<ref name="2011name"/>

====Brand reunification (2011–2016)====
Beginning with the August 29, 2011, episode, ''Raw'' - referred to as ''Raw Supershow'' - featured talent from both ''Raw'' and ''SmackDown'' (the "Supershow" epithet would be dropped on July 23, 2012).<ref>{{cite web|url=http://www.wwe.com/shows/raw/2011/08/29|title=Shows|access-date=December 30, 2016|url-status=live|archive-url=https://web.archive.org/web/20161220183600/http://www.wwe.com/shows/raw/2011/08/29|archive-date=December 20, 2016}}</ref> Championships previously exclusive to one show or the other were available for wrestlers from any show to compete for; the "Supershow" format would mark the end of the brand split, as all programming and live events (until July 2016) featured the full WWE roster.<ref>{{cite web|author=Tom Herrera|url=http://www.wwe.com/shows/raw/the-most-important-moments-in-raw-history/page-11|title=The 10 most important moments in Raw history|publisher=WWE.com|date=January 11, 2014|access-date=February 2, 2014|url-status=live|archive-url=https://web.archive.org/web/20140207043137/http://www.wwe.com/shows/raw/the-most-important-moments-in-raw-history/page-11|archive-date=February 7, 2014}}</ref>

In 2013, the company built the sports medicine and training facility [[WWE Performance Center]] in the east [[Orange County, Florida]] in partnership with [[Full Sail University]] from [[Winter Park, Florida]]. The training facility is targeted at career and athletic development for the company's wrestlers.<ref>[Orange County] Business Briefs July 2013 Florida Trend</ref> Full Sail is also home base to WWE's [[NXT (WWE brand)|NXT]] brand,<ref>{{cite web|url=https://www.fullsail.edu/press-releases/2012/wwe-and-full-sail-university-launch-partnership|title=Full Sail University|access-date=December 30, 2016|url-status=live|archive-url=https://web.archive.org/web/20161220044058/https://www.fullsail.edu/press-releases/2012/wwe-and-full-sail-university-launch-partnership|archive-date=December 20, 2016}}</ref> which served as a developmental territory for WWE.<ref>{{cite web|url=http://www.espn.com/wwe/story/_/id/18337386/triple-h-future-nxt-standing-wwe-universe|title=Triple H on NXT's ever-shifting role in the WWE universe|date=December 23, 2016|access-date=December 30, 2016|url-status=live|archive-url=https://web.archive.org/web/20161229184302/http://www.espn.com/wwe/story/_/id/18337386/triple-h-future-nxt-standing-wwe-universe|archive-date=December 29, 2016}}</ref>

On February 24, 2014, WWE launched [[WWE Network]], an [[Over-the-top media service|over-the-top]] [[List of streaming media services|streaming service]] that would feature archive content from WWE and its predecessors, all pay-per-views, (which would continue to be sold through television providers as well), and original programming.<ref name=":3">{{cite web |last=Flint |first=Joe |date=January 8, 2014 |title=WWE launching over-the-top network |url=https://www.latimes.com/entertainment/envelope/la-xpm-2014-jan-08-la-et-ct-wwe-network-20140108-story.html |access-date=January 8, 2014 |work=[[Los Angeles Times]]}}</ref><ref name=":4">{{cite web |last=Graser |first=Marc |date=January 8, 2014 |title=CES: WWE Network to Launch in February as Streaming Service |url=https://variety.com/2014/digital/news/wwe-network-to-launch-in-february-as-streaming-service-1201036864/ |access-date=January 8, 2014 |work=Variety}}</ref><ref name=":9">{{cite news |last=Vincent |first=James |date=January 9, 2014 |title=WWE unveils new digital media model and non-stop wrestling with 24/7 streaming service |work=The Independent |url=https://www.independent.co.uk/life-style/gadgets-and-tech/wwe-unveils-new-digital-media-model-and-nonstop-wrestling-with-247-streaming-service-9049262.html |access-date=August 14, 2014}}</ref>

Beginning in 2015 WWE started to push [[Roman Reigns]] as their face of the company since having him win the [[Royal Rumble (2015)|2015 Royal rumble match]], amidst [[Persona and reception of Roman Reigns|mixed reception]]. By 2017 Roman Reigns became their highest merchandise seller.<ref>{{Cite web|url=http://411mania.com/wrestling/roman-reigns-is-now-the-top-merchandise-seller-in-wwe/|title=411MANIA|website=Roman Reigns is Now The Top Merchandise Seller in WWE}}</ref>

==== Launch of second brand split (2016–2020) ====
{{multiple image
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| image1            = WWE RAW Logo 2025.svg
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| footer            = [[Raw (WWE brand)|Raw]] and [[SmackDown (WWE brand)|SmackDown]] have been WWE's two main brands since the brand split was first initiated in 2002.
}}
On May 25, 2016, WWE relaunched the brand split, billed as the "New Era". Subsequently, ''Raw'' and ''SmackDown'' have each featured their unique rosters, announcers, championships and ring sets/ropes. A [[2016 WWE draft|draft]] took place to determine which wrestlers would appear on what show. ''SmackDown'' also moved from Thursdays to Tuesday nights, which began on July 19 (the night of the aforementioned draft), and airs live instead of the previous pre-recorded format.<ref>{{cite web|url=https://variety.com/2016/tv/news/wwe-smackdown-live-usa-1201782569/|title=WWE's 'Smackdown' Will Move To Live Broadcast On USA (Exclusive)|last=Steinberg|first=Brian|date=May 25, 2016|website=Variety|language=en-US|access-date=May 25, 2016|url-status=live|archive-url=https://web.archive.org/web/20160526113045/http://variety.com/2016/tv/news/wwe-smackdown-live-usa-1201782569/|archive-date=May 26, 2016}}</ref>

Due to the return of the brand split, a new [[World Championship]], called the [[WWE Universal Championship]] was introduced at the August 21, 2016 [[SummerSlam (2016)|SummerSlam]] event with [[Finn Bálor]] defeating [[Seth Rollins]] to become the inaugural WWE Universal Champion.<ref>{{cite web|last=Laboon|first=Jeff|title=Finn Bálor def. Seth Rollins|url=https://www.wwe.com/shows/summerslam/2016/wwe-universal-championship-finn-balor-seth-rollins-result|date=August 21, 2016|work=WWE|access-date=August 21, 2016}}</ref>

On November 29, 2016, WWE introduced a new program specifically for their [[cruiserweight (professional wrestling)|cruiserweight division]] (wrestlers 205 lbs. and under) called ''[[WWE 205 Live]]''.<ref>{{cite web|url=https://twitter.com/VinceMcMahon/status/804111713738125316|title=Vince McMahon on Twitter|access-date=December 30, 2016|url-status=live|archive-url=https://web.archive.org/web/20170121173052/https://twitter.com/VinceMcMahon/status/804111713738125316|archive-date=January 21, 2017}}</ref> The program focuses exclusively on those wrestlers who qualify for the division.<ref>{{cite web|url=http://www.wwe.com/shows/wwe-205-live/2016-11-29|title=WWE 205 Live results: Rich Swann captures Cruiserweight Title on WWE 205 Live debut|access-date=December 30, 2016|url-status=live|archive-url=https://web.archive.org/web/20161202124946/http://www.wwe.com/shows/wwe-205-live/2016-11-29/|archive-date=December 2, 2016}}</ref><ref>{{cite web|url=http://www.411mania.com/wrestling/triple-h-conference-call-report-discusses-205-live-nxt-takeover-toronto-says-hbk-working-at-the-performance-center-and-more |date=November 11, 2016 |first1=Larry |last1=Csonka |website=411Mania |title= Triple H Conference Call Report: Discusses 205 Live, NXT Takeover: Toronto, Says HBK Working at the Performance Center and More|access-date=December 30, 2016|url-status=live|archive-url=https://web.archive.org/web/20161220235355/http://411mania.com/wrestling/triple-h-conference-call-report-discusses-205-live-nxt-takeover-toronto-says-hbk-working-at-the-performance-center-and-more/|archive-date=December 20, 2016}}</ref> The cruiserweights – who first became a fixture in WWE with the [[Cruiserweight Classic]] tournament – were originally exclusive to the Raw brand before landing their [[205 Live (WWE brand)|own brand]].<ref>{{cite web|url=http://www.411mania.com/wrestling/wwe-nxt-house-show-results-12-2-16-perkins-teams-with-alexander-rich-swann-defends-cw-title-more |date=December 3, 2016 |first1=Jeremy |last1=Thomas |website=411Mania |title= WWE NXT House Show Results 12.2.16: Perkins Teams With Alexander, Rich Swann Defends CW Title, More|access-date=December 30, 2016|url-status=live|archive-url=https://web.archive.org/web/20161220204853/http://411mania.com/wrestling/wwe-nxt-house-show-results-12-2-16-perkins-teams-with-alexander-rich-swann-defends-cw-title-more/|archive-date=December 20, 2016}}</ref>

On December 15, 2016, WWE established a new [[WWE United Kingdom Championship]], with the inaugural champion being decided by a 16-man tournament to air on WWE Network featuring wrestlers from the UK and Ireland during January 2017. WWE executive [[Triple H|Paul "Triple H" Levesque]] said the eventual plan with the new title and tournament was to establish a UK-based brand with its own weekly television show.<ref>{{cite web|url=http://www.411mania.com/wrestling/full-transcript-of-triple-hs-comments-at-uk-championship-announcement/ |date=December 15, 2016 |first1=Jeremy |last1=Thomas |first2=Chris |last2=Featherstone |website=411Mania |title= Full Transcript of Triple H's Comments at UK Championship Announcement|access-date=December 30, 2016|url-status=live|archive-url=https://web.archive.org/web/20161221183302/http://411mania.com/wrestling/full-transcript-of-triple-hs-comments-at-uk-championship-announcement/|archive-date=December 21, 2016}}</ref><ref>{{cite web|url=http://www.411mania.com/wrestling/wwe-to-crown-u-k-champion|website=411Mania |title= WWE To Crown U.K. Champion |date=December 15, 2016 |first1=Larry |last1=Csonka |access-date=December 30, 2016|url-status=live|archive-url=https://web.archive.org/web/20161221183304/http://411mania.com/wrestling/wwe-to-crown-u-k-champion/|archive-date=December 21, 2016}}</ref> WWE subsequently launched its UK-based brand as an offshoot of NXT, [[NXT UK]], in June 2018, with [[Johnny Saint]] serving as inaugural general manager.<ref>{{cite web|url=https://www.f4wonline.com/wwe-news/wwe-announces-johnny-saint-uk-brand-general-manager-259221 |first1=Joseph |last1=Currier |title=WWE announces Johnny Saint as UK brand general manager|date=June 7, 2018|website=WON/F4W|language=en|access-date=April 15, 2020}}</ref>

Starting in September 2019, NXT had a weekly, live, two-hour show Wednesday nights on the [[USA Network]] and WWE began promoting NXT as their "third brand".<ref>{{Cite web|url=https://www.wwe.com/shows/wwenxt/article/nxt-moves-to-usa-network|title=NXT moves to USA Network|website=WWE |date=August 20, 2019 |url-status=live |archive-url=https://web.archive.org/web/20230923040707/https://www.wwe.com/shows/wwenxt/article/nxt-moves-to-usa-network |archive-date= September 23, 2023 }}</ref><ref>{{Cite web |date=July 14, 2020 |title=Editors' Choice: Who is the most influential figure in the Women's Evolution? |url=http://www.wwe.com/article/most-influential-figure-womens-evolution |url-status=live |archive-url=https://web.archive.org/web/20230528061129/https://www.wwe.com/article/most-influential-figure-womens-evolution |archive-date=May 28, 2023 |website=WWE}}</ref> However, in 2021 NXT was moved to Tuesday nights, having conceded the [[Wednesday Night Wars]] to rival promotion [[All Elite Wrestling]] (AEW), and in September of that year was reinstated to its original function as the developmental brand for the main roster (Raw and SmackDown), under the name "NXT 2.0".

====COVID-19 pandemic and return to touring (2020–2022) ====
{{further|Impact of the COVID-19 pandemic on sports}}
In March 2020, WWE began to be impacted by the [[COVID-19 pandemic in the United States|American onset]] of the [[COVID-19 pandemic]]. In mid-March, three of the four major sports leagues closed locker rooms to the media as a precautionary measure. As other sports cancellations and postponements were being introduced, WWE began to film its weekly programs at the Performance Center [[Behind closed doors (sport)|without spectators]] and with only essential staff present, beginning with the March 13 episode of ''SmackDown''{{snd}} the March 11 episode of ''NXT'' had been recorded at the Performance Center with paying fans, thus being WWE's last event to have ticketed fans in attendance before the pandemic took full effect.<ref>{{cite web |url=https://variety.com/2020/tv/news/coronavirus-wwe-smackdown-live-1203532469/ |title=WWE Moves 'SmackDown Live' to Orlando Performance Center With No Live Audience Due to Coronavirus |last=Otterson |first=Joe |date=March 12, 2020 |website=Variety|access-date=March 12, 2020 |url-status=live |archive-url=https://web.archive.org/web/20200312221445/https://variety.com/2020/tv/news/coronavirus-wwe-smackdown-live-1203532469/ |archive-date= March 12, 2020 }}</ref><ref>{{cite web |url=https://www.cbssports.com/wwe/news/wwe-smackdown-results-recap-grades-john-cena-caps-surreal-empty-arena-showy-you-have-to-see/live/ |title=WWE SmackDown results, recap, grades: John Cena caps surreal empty arena show you have to see |website=CBS Sports|date=March 14, 2020 |access-date=March 14, 2020}}</ref> [[WrestleMania 36]] was scheduled to take place on April 5 at [[Raymond James Stadium]] in [[Tampa, Florida|Tampa]] but on March 16, was moved to Orlando to be held behind closed doors.<ref>{{cite web |url=https://deadline.com/2020/03/wrestlemania-canceled-coronavirus-wwe-tampa-1202881422/ |title=WrestleMania To Stream As Two-Night Event With Host Rob Gronkowski In Wake Of Coronavirus Outbreak – Update |last=Ramos |first=Dino-Ray |date=March 16, 2020 |website=Deadline |language=en|access-date=March 17, 2020}}</ref><ref>{{cite web |url=https://www.thewrap.com/wwe-splits-audience-less-wrestlemania-36-into-two-nights/ |title=WWE Splits Audience-Free WrestleMania 36 Into Two Nights, Multiple Locations |last=Maglio |first=Tony |date=March 18, 2020 |website=TheWrap |language=en-US|access-date=March 18, 2020}}</ref> WrestleMania, as well as ''Raw'' and ''SmackDown'' for a period before and after WrestleMania, shifted from live broadcasts to a pre-recorded format.<ref>{{cite web|last=Johnson|first=Mike|title=WWE TAPING UPDATES|url=https://www.pwinsider.com/article/134914/wwe-taping-updates.html?p=1|publisher=PWInsider|date=March 21, 2020|access-date=March 22, 2020}}</ref> ''NXT'' continued to air from Full Sail University, but under similar restrictions.<ref name="cbs-wwelive" /><ref name=":0" />

Live broadcasts returned on April 13, with the existing arrangements continuing; WWE stated to [[ESPN.com]] that "we believe it is now more important than ever to provide people with a diversion from these hard times", and that the company's programming "bring[s] families together and deliver a sense of hope, determination and perseverance".<ref name="cbs-wwelive">{{cite web|url=https://www.cbssports.com/wwe/news/wwe-to-resume-live-matches-on-tv-starting-with-the-next-monday-night-raw/|title=WWE to resume live matches on TV starting with the next 'Monday Night Raw'|website=CBS Sports|date=April 13, 2020 |language=en|access-date=April 13, 2020}}</ref><ref name=":0">{{cite web|url=https://www.espn.com/wwe/story/_/id/29024319/wwe-resume-live-tv-matches-starting-monday|title=WWE to resume live TV matches starting Monday|date=April 11, 2020|website=ESPN.com|language=en|access-date=April 13, 2020}}</ref> It was subsequently reported that Florida Governor [[Ron DeSantis]] had deemed WWE a business critical to the state's economy, and had added an exception under the state's [[stay-at-home order]] for employees of a "professional sports and media production" that is closed to the public and has a national audience.<ref name="nyt-wweessentual">{{Cite news|last=Zaveri|first=Mihir|url=https://www.nytimes.com/2020/04/14/us/wwe-essential-business-florida-coronavirus.html |archive-url=https://web.archive.org/web/20200414200012/https://www.nytimes.com/2020/04/14/us/wwe-essential-business-florida-coronavirus.html |archive-date=April 14, 2020 |url-access=subscription |url-status=live|title=The WWE Is Now Considered an 'Essential Service' in Florida|date=April 14, 2020|work=The New York Times|access-date=April 15, 2020|language=en-US|issn=0362-4331}}</ref><ref>{{cite web|url=https://www.cbssports.com/wwe/news/wwe-to-resume-live-tv-tapings-after-being-deemed-essential-business-by-florida-governors-office/|title=WWE to resume live TV tapings after being deemed 'essential business' by Florida governor's office|website=CBS Sports|date=April 13, 2020 |language=en|access-date=April 15, 2020}}</ref> The decision was met with criticism from media outlets, with several media outlets pointing out that DeSantis's actions happened on the same day a pro-[[Donald Trump]] [[political action committee]] led by [[Linda McMahon]], who was previously a part of Trump's cabinet, pledged to spend $18.5 million in advertising in Florida, and that, also on the same day, Vince McMahon was named part of an advisory group created by Trump to devise a strategy in re-launching the US economy.<ref name="BusinessInsiderDozensLivid">{{Cite news|last=Lauletta |first=Tyler |url=https://www.insider.com/wwe-fires-wrestlers-essential-business-vince-mcmahon-rusev-zack-ryder-2020-4 |title=WWE fired dozens of wrestlers and other talent just days after a controversial decision deemed them an essential business in Florida and fans are livid with Vince McMahon |date=April 16, 2020|work=[[Business Insider]] |access-date= April 16, 2020}}</ref><ref name="PCMLindaScrutinyEssential">{{Cite news|last=Newby |first=John |url=https://popculture.com/sports/2020/04/14/linda-mcmahon-major-scrutiny-after-wwe-deemed-essential/ |title=Linda McMahon Under Major Scrutiny After WWE Is Deemed 'Essential' by Florida Officials |date=April 14, 2020|work=[[CBS Interactive]] |access-date= April 16, 2020|language=en-US}}</ref><ref name="GMS-DonationSameDay">{{Cite news|last=Browning |first=Oliver |url=https://www.givemesport.com/1562668-wwe-news-linda-mcmahon-made-political-donation-of-20m-same-day-wwe-declared-essential |title=WWE news: Linda McMahon made political donation of $20m same day WWE declared 'essential' |date=April 15, 2020|work=GiveMeSport|access-date= April 16, 2020|language=en-US}}</ref><ref name="FreePressPanelFiringSpree">{{Cite news|url=https://www.freepressjournal.in/sports/wwes-vince-mcmahon-appointed-on-panel-to-fix-us-economy-same-day-pro-wrestling-company-goes-on-firing-spree |title=WWE's Vince McMahon appointed on panel to fix US economy same day pro-wrestling company goes on firing spree |date=April 16, 2020|work=[[The Free Press Journal]] |access-date= April 16, 2020|language=en}}</ref>

On April 15, WWE started a series of cuts and layoffs in response to the pandemic, including releasing a number of performers ([[Karl Anderson]], [[Kurt Angle]], [[Aiden English]], [[Ethan Carter III|EC3]], [[Epico (wrestler)|Epico]], [[Luke Gallows]], [[Curt Hawkins]], [[No Way Jose (wrestler)|No Way Jose]], [[Sarah Logan]], [[Mike Kanellis]], [[Maria Kanellis]], [[Primo (wrestler)|Primo]], [[Erick Rowan]], [[Rusev (wrestler)|Rusev]], [[Lio Rush]], [[Zack Ryder]], [[Heath Slater]], and [[Eric Young (wrestler)|Eric Young]]), three producers ([[Dave Finlay]], [[Shane Helms]] and [[Lance Storm]]), referee [[Mike Chioda]], and multiple NXT/Performance Center trainees and staff. WWE executives also took a pay cut, and the company has also suspended construction on its new headquarters for at least six months.<ref>{{cite web|url=https://www.latimes.com/sports/story/2020-04-15/wwe-layoffs-wrestlers-coronavirus-covid-19-luke-gallows-karl-anderson|title=Here's who was laid off by WWE and how they responded on social media|date=April 15, 2020|website=Los Angeles Times|language=en-US|access-date=April 15, 2020}}</ref> The firings caused significant backlash by fans; with ''[[Business Insider]]'' calling them "livid". Both fans and several media outlets pointed out that while WWE claimed that these actions were "necessary due to the economic impact of the coronavirus pandemic", the WWE also claimed to have "substantial financial resources. Available cash and debt capacity currently total approximately $0.5 billion". DeSantis's claimed WWE was "essential", which meant that the company's revenues loss would be limited.<ref name="BusinessInsiderDozensLivid"/><ref name="newsweekFurloughedImpact">{{Cite news|last=McDonald |first=Scott |url=https://www.newsweek.com/kurt-angle-other-wwe-stars-furloughed-coronavirus-impact-wwe-fans-sound-off-1498187 |title=KURT ANGLE, OTHER WWE STARS FURLOUGHED FROM CORONAVIRUS IMPACT, WWE FANS SOUND OFF |date=April 15, 2020|work=[[Newsweek]] |access-date= April 16, 2020|language=en-US}}</ref>

[[File:The Bloodline at Royal Rumble 2023.jpg|thumb|275px|[[Roman Reigns]] (center) has been a top star in the WWE since 2015, and at [[WrestleMania 38]] in 2022 Reigns defeated [[Brock Lesnar]] to jointly hold the [[WWE Championship]] and the [[WWE Universal Championship]] as the [[Undisputed WWE Universal Championship]].<ref>{{cite web | url=https://411mania.com/wrestling/wwe-still-planning-make-roman-reigns-companys-top-face/ | title=411Mania }}</ref>]]
In August 2020, WWE relocated from the Performance Center to Orlando's [[Amway Center]] for a long-term residency, broadcasting episodes of ''Raw'', ''SmackDown'', and pay-per-views through a virtual fan viewing experience called [[WWE ThunderDome]]. Inside the ThunderDome, drones, lasers, pyro, smoke, and projections were utilized to enhance the wrestlers' entrances on a level similar to that of pay-per-view productions pre-pandemic. Nearly 1,000 LED boards were installed to allow for rows and rows of virtual fans. It was free of charge for fans to virtually attend the events, though they had to reserve their virtual seat ahead of time.<ref>{{cite web|last=Heel|first=N.|date=August 17, 2020|title=WWE Launching 'ThunderDome' At Amway Center This Friday|url=https://heelbynature.com/wrestling-news/wwe-news/wwe-launching-thunderdome-at-amway-center-this-friday/|access-date=August 17, 2020|website=Heel By Nature|language=en-US}}</ref><ref>{{cite web|title=WWE introducing new state-of-the-art viewing experience with WWE ThunderDome|url=https://www.wwe.com/article/wwe-virtual-fan-experience-thunder-zone-summerslam-amway-center|work=WWE|date=August 17, 2020|access-date=August 17, 2020}}</ref><ref>{{cite web|last=Lambert|first=Jeremy|title=WWE Announces ThunderDome Arena; Enhanced Fan Experience, Residency At Amway Center; First Look Video Shown|url=https://www.fightful.com/wrestling/wwe-announces-thunderdome-arena-enhanced-fan-experience|work=Fightful|date=August 17, 2020|access-date=August 17, 2020}}</ref> During this time, [[Roman Reigns]] began his historic world title reign with the [[WWE Universal Championship]], which would eventually surpass 1,000 days; being the longest world title reign in the WWE since [[Hulk Hogan]] from 1984 to 1988. WWE remained at the Amway Center up through early December before relocating the ThunderDome to [[Tropicana Field]] in [[St. Petersburg, Florida]].<ref>{{cite web |title=WWE ThunderDome will head to Tampa Bay's Tropicana Field beginning Friday, Dec. 11|url=https://www.wwe.com/shows/raw/article/wwe-thunderdome-will-head-to-tampa-bays-tropicana-field-beginning-friday-dec-11|website=WWE |access-date=November 19, 2020|language=en}}</ref><ref>{{cite web|last=Lambert|first=Jeremy|title=WWE ThunderDome Moving To Tropicana Field On December 11|url=https://www.fightful.com/wrestling/wwe-thunderdome-moving-tropicana-field-december-11|work=Fightful|date=November 19, 2020|access-date=November 19, 2020}}</ref> The ThunderDome relocated to [[Yuengling Center]], located on the campus of the [[University of South Florida]] in Tampa, beginning with the April 12, 2021, episode of ''Raw''.<ref>{{cite web|last=Williams|first=Randall|date=March 24, 2021|title=WWE Moves ThunderDome to USF's Yuengling Center|url=https://www.sportico.com/leagues/other-sports/2021/wwe-moves-thunderdome-yuengling-center-1234625524/|access-date=March 24, 2021|website=Sportico.com|language=en-US}}</ref><ref name="650,000">{{cite web|url=https://www.wwe.com/article/wwe-thunderdome-yuengling-center-university-south-florida|title=WWE ThunderDome takes over Yuengling Center|date=March 24, 2021|work=WWE|access-date=March 24, 2021}}</ref> In October 2020, NXT events were relocated from Full Sail University to the Performance Center in a similar setup dubbed the Capitol Wrestling Center. It had many of the same features as the ThunderDome, but with a small crowd of select live fans included, in addition to the virtual fans. The name is also an homage to WWE's predecessor, the Capitol Wrestling Corporation.<ref>{{cite web|title=Capitol Wrestling Center to be unveiled tonight at NXT TakeOver 31|url=https://www.wwe.com/shows/wwenxt/article/capitol-wrestling-center-nxt|author=WWE.com Staff|work=WWE|date=October 4, 2020|access-date=October 4, 2020}}</ref><ref>{{cite web|last=Defelice|first=Robert|title=NXT TakeOver 31 To Feature The Debut Of The Capitol Wrestling Center|url=https://www.fightful.com/wrestling/nxt-takeover-31-feature-debut-capitol-wrestling-center|work=Fightful|date=October 4, 2020|access-date=October 4, 2020}}</ref> On May 21 WWE brought back fans full time, beginning with a 25-city tour, thus ending the ThunderDome residency. The July 16 episode of ''[[WWE SmackDown|SmackDown]]'' started WWE's return to the road, taking place at the [[Toyota Center]] in Houston, Texas.

In January 2021, WWE moved [[WrestleMania 37]], which was originally to be held in [[Inglewood, California]] on March 28, to Raymond James Stadium in Tampa, Florida{{snd}}WrestleMania 36's original location{{snd}}as a two-night event on April 10 and 11, with fans in attendance, though to a limited capacity.<ref>{{cite web|last=Guzzo|first=Gisberto|title=WWE Announces The Locations And Dates Of WrestleMania 37, 38, And 39|url=https://www.fightful.com/wrestling/wwe-announces-locations-and-dates-wrestlemania-37-38-and-39|work=Fightful|date=January 16, 2021|access-date=January 16, 2021}}</ref> This marked WWE's first event during the pandemic to have ticketed fans in attendance with a maximum of 25,000 spectators for each night with COVID-19 protocols in place.<ref>{{cite web|url=https://www.cbssports.com/wwe/news/2021-wwe-wrestlemania-37-tickets-capacity-set-at-25000-fans-for-each-night-of-show-at-raymond-james-stadium/|title=2021 WWE WrestleMania 37 tickets: Capacity set at 25,000 fans for each night of show at Raymond James Stadium|date=March 17, 2021|last=Brookhouse|first=Brent|work=[[CBS Sports]]|access-date=March 18, 2021}}</ref> Also around this time, the WWE Network in the United States became exclusively distributed by [[Peacock (streaming service)|Peacock]] on March 18, 2021 (ahead of [[Fastlane (2021)|Fastlane]] and WrestleMania 37). The merger of the WWE Network and Peacock did not affect the service outside of the United States.<ref name=CCK>{{cite web|last=Spangler|first=Todd|date=January 25, 2021|title=NBCU's Peacock Pins WWE Network Exclusive U.S. Streaming Rights|url=https://variety.com/2021/digital/news/wwe-network-peacock-exclusively-streaming-1234890954/|access-date=January 25, 2021|website=Variety|language=en-US}}</ref> The move to Peacock received some criticisms from fans particularly due to Peacock's heavy censorship policy, the company began the removal of some of the contents that were considered iconic moments of the [[Attitude Era]] that were deemed inappropriate by Peacock, these archived contents would no longer be available under any of WWE's authorized platforms.<ref>{{Cite web|url=https://popculture.com/streaming/news/wwe-fans-fuming-peacock-editing-wwe-network-content/|title=WWE Fans Are Fuming at Peacock For Editing WWE Network Content|website=Streaming|date=March 27, 2021 |accessdate=March 7, 2023}}</ref><ref>{{Cite web|url=https://www.sportskeeda.com/wwe/news-wwe-comments-past-content-removed-peacock-wwe-network|title=WWE comments on past content being removed from Peacock and the WWE Network|first=Matt|last=Black|website=sportskeeda.com|date=March 29, 2021 |accessdate=March 7, 2023}}</ref> Amdist the criticisms, in April 2021 WWE executive [[Triple H]] defended WWE's move to Peacock.<ref>{{Cite web|url=https://comicbook.com/wwe/news/wwe-peacock-triple-h-address-early-criticisms-censoring-tape-library-no-rewind-stream-delay/|title=Triple H Addresses Early Criticisms of WWE on Peacock|date=April 6, 2021 |publisher=WWE|accessdate=March 7, 2023}}</ref>

NXT was moved to a Tuesday night timeslot in 2021 and was rebooted as NXT 2.0 later that year, reinstituting its original function as a developmental brand. The Performance Center became NXT's permanent home base, replacing Full Sail. Maximum capacity crowds resumed and the Capitol Wrestling Center name was phased out.<ref>{{Cite web|url=http://411mania.com/wrestling/beth-phoenix-on-how-the-wwe-nxt-2-0-changes-affected-the-announce-team/|title=411MANIA|website=Beth Phoenix on How the WWE NXT 2.0 Changes Affected the Announce Team}}</ref> In February 2022, the 205 Live brand was dissolved and the ''205 Live'' show was replaced by a new NXT show called ''[[WWE NXT Level Up|Level Up]]''.<ref>{{cite web|url=https://www.pwinsider.com/ViewArticle.php?id=155853|title=SAY GOODBYE TO 205 LIVE, NEW NXT SERIES TO BEGIN TAPING TONIGHT|author=Johnson, Mike|date=February 15, 2022|access-date=February 15, 2022|work=PWInsider}}</ref>

On February 24, 2022, WWE launched a partnership with On Location, a company known for providing premium hospitality experiences for marquee events. Through the partnership, spectators will have access to hospitality packages for WWE's five biggest events, including WrestleMania, SummerSlam, Royal Rumble, Survivor Series, and Money in the Bank. The [[Money in the Bank (2022)|2022 Money in the Bank]] was WWE's first event to offer the premium hospitality packages. These ticket and travel packages include premier seating, premium hospitality offerings, and meet-and-greets with current WWE wrestlers and legends.<ref>{{cite web|url=https://www.wwe.com/article/wwe-and-on-location-announce-exclusive-hospitality-partnership-for-premium-live-events|title=WWE and On Location announce exclusive Hospitality Partnership for Premium Live Events; Packages for WWE Money in the Bank available now|date=February 24, 2022|work=WWE.com|access-date=February 24, 2022}}</ref>

====Changes in leadership (2022–2023)====
[[File:Triple H and Stephanie McMahon 2014.jpg|thumb|150px|Former WWE Chairwoman and CEO [[Stephanie McMahon]] (right) with her husband WWE CCO and Head of Creative [[Triple H]] (left)]]
On June 17, 2022, amidst an investigation by WWE's Board of Directors into reported "hush money" paid to a former employee by Vince McMahon following an affair, Mr. McMahon stepped down as chairman and CEO of WWE and was replaced by his daughter, Stephanie McMahon, as the interim chairwoman of WWE.<ref>{{cite web | url=https://www.wrestleview.com/top-story/237150-vince-mcmahon-steps-down-stephanie-mcmahon-named-ceo-and-chairwoman-of-wwe/ | title=Vince McMahon steps down, Stephanie McMahon named interim CEO and Chairwoman of WWE | date=June 17, 2022 }}</ref><ref>{{cite web|url=https://www.pwinsider.com/article/160037/vince-mcmahon-steps-back-as-wwe-ceo-chairman-of-the-board-stephanie-mcmahon-returns-to-company.html?p=1 |title=Vince Mcmahon Steps Back As Wwe Ceo & Chairman Of The Board, Stephanie Mcmahon Returns To Company |publisher=PWInsider.com |date=June 17, 2022 |access-date=June 24, 2022}}</ref> Despite the change Vince McMahon came out on ''WWE SmackDown'', that night opening the show with a brief speech, the highlights of which "then, now, forever and most importantly together" was quoted by various news media as Vince letting people know that he was still in creative control from behind the scenes.<ref>{{cite web | url=https://411mania.com/wrestling/vince-mcmahon-opens-wwe-smackdown-then-now-together-forever/ | title=411Mania }}</ref><ref>{{cite web | url=https://www.pwtorch.com/site/2022/06/17/vince-mcmahon-appears-on-smackdown-talks-about-wwe-signature/ | title=Vince McMahon appears on Smackdown, talks about WWE signature | date=June 18, 2022 }}</ref> On July 22, 2022, Vince McMahon officially retired, stating on Twitter, "At 77, time for me to retire. Thank you, WWE Universe. Then. Now. Forever. Together."<ref>{{cite web|last=Defelice|first=Robert|title=Vince McMahon Retires As WWE CEO At Age 77|url=https://www.fightful.com/wrestling/vince-mcmahon-retires-wwe-ceo-age-77|work=Fightful|date=July 22, 2022|access-date=July 22, 2022}}</ref> Following Vince's retirement, Stephanie McMahon was officially named chairwoman while she and Nick Khan were named co-CEOs of WWE.<ref name="Vince McMahon Retires">{{cite web|url=https://corporate.wwe.com/news/company-news/2022/07-22-2022a|title=Vince McMahon Retires|work=WWE|date=July 22, 2022|accessdate=July 22, 2022}}</ref> Triple H would take over as head of creative, while resuming his position as Executive Vice President of Talent Relations and later being promoted to Chief Content Officer.<ref>{{cite web|url=https://corporate.wwe.com/news/company-news/2022/07-25-2022|title=WWE & Board of Directors announce new Co-CEOs Stephanie McMahon and Nick Khan|work=WWE|date=July 25, 2022|access-date=October 11, 2022}}</ref><ref>{{cite web|url=https://corporate.wwe.com/news/company-news/2022/09-06-2022|title=WWE elevates Paul "Triple H" Levesque to Chief Content Officer|work=WWE|date=September 6, 2022|access-date=October 11, 2022}}</ref> Commentators have highlighted the significance of McMahon's retirement, saying that it marked the historic start of a new period in WWE's history.<ref>{{cite web | url=https://www.f4wonline.com/news/wwe/results/wwe-smackdown-live-results-the-first-show-of-the-post-vince-mcmahon-era | title=WWE SmackDown live results: The first show of the post-Vince McMahon era | date=July 22, 2022 }}</ref><ref>{{cite web | url=https://deadline.com/2022/08/wwe-vince-mcmahon-stephanie-mcmahon-second-quarter-1235093181/ | title=WWE Starts Post-Vince McMahon Era with Strong Q2 Numbers; Co-CEO Stephanie McMahon Lauds Father as "True Founder and Entrepreneur" | date=August 16, 2022 }}</ref><ref>{{cite news | url=https://bleacherreport.com/articles/10043443-predicting-how-wwe-will-change-in-the-post-vince-mcmahon-era | title=Predicting How WWE Will Change in the Post-Vince McMahon Era | website=[[Bleacher Report]] | last1=Beaston | first1=Erik }}</ref><ref>{{cite web | url=https://www.insider.com/wwe-changes-post-vince-mcmahon-benefit-aew-tony-khan-says-2022-8 | title=WWE changes in a post-Vince McMahon era will benefit AEW: Promotional rival Tony Khan | website=[[Insider.com]] }}</ref><ref>{{cite web | url=https://sportsbusinessjournal.com/Daily/Issues/2022/08/16/Finance/WWE.aspx | title=WWE starts post-Vince McMahon era with strong Q2 | date=August 16, 2022 }}</ref><ref>{{cite web | url=https://www.espn.com/wwe/story/_/id/34341529/it-dawning-new-era-how-wwe-moves-forward-vince-mcmahonhttps://www.espn.com/wwe/story/_/id/34341529/it-dawning-new-era-how-wwe-moves-forward-vince-mcmahon | title='It is the dawning of a new era': How WWE moves forward without Vince McMahon | date=August 4, 2022 }}</ref><ref>{{cite web | url=https://www.f4wonline.com/news/wwe/becky-lynch-its-the-dawning-of-a-new-era-in-wwe-without-vince-mcmahon | title=Becky Lynch: It's 'the dawning of a new era' in WWE without Vince McMahon | date=August 4, 2022 }}</ref> The 2022 [[SummerSlam (2022)|SummerSlam]] event held on July 30, 2022, was the first WWE pay-per-view event to be held under the leadership of Stephanie McMahon and Triple H.<ref>{{cite web | url=https://www.si.com/wrestling/2022/08/01/wwe-summerslam-recap-paul-levesque-triple-h | title='SummerSlam' Was Just the Start of WWE's Fascinating Next Era | date=August 2022 }}</ref><ref>{{cite web | url=https://www.f4wonline.com/news/wwe/wwe-summerslam-2022-review-the-start-of-a-new-era | title=WWE SummerSlam 2022 review: The start of a new era | date=July 31, 2022 }}</ref>

On August 18, 2022; WWE Hall of Famer [[Shawn Michaels]] was promoted to WWE Vice President of Talent Development Creative.<ref>{{cite web |url=https://www.wrestleview.com/featured-top-story/242341-wwe-ending-nxt-uk-being-rebranded-in-2023-shawn-michaels-promoted/ |title=WWE ending NXT UK, being rebranded in 2023; Shawn Michaels promoted |date=August 19, 2022 |access-date=August 21, 2022 |archive-date=August 19, 2022 |archive-url=https://web.archive.org/web/20220819113518/https://www.wrestleview.com/featured-top-story/242341-wwe-ending-nxt-uk-being-rebranded-in-2023-shawn-michaels-promoted/ |url-status=live }}</ref> On September 6, 2022, WWE announced Paul 'Triple H' Levesque's promotion to [[Chief Content Officer]].<ref>{{cite web |url=https://www.f4wonline.com/news/wwe/wwe-announces-paul-triple-h-levesques-promotion-to-chief-content-officer |title=WWE announces Paul 'Triple H' Levesque's promotion to chief content officer |date=September 6, 2022 |access-date=September 14, 2022 |archive-date=January 23, 2023 |archive-url=https://web.archive.org/web/20230123112744/https://www.f4wonline.com/news/wwe/wwe-announces-paul-triple-h-levesques-promotion-to-chief-content-officer |url-status=live }}</ref> On January 6, 2023, Vince McMahon announced intentions to return to the company ahead of media rights negotiations. WWE's media rights with Fox and USA Network are set to expire in 2024.<ref>{{cite web|url=https://www.espn.com/wwe/story/_/id/35388281/vince-mcmahon-back-wwe-ahead-media-rights-negotiations|title=Vince McMahon back at WWE ahead of media rights negotiations|last=Coppinger|first=Mike|publisher=ESPN|date=January 6, 2023|access-date=January 6, 2023|language=en|archive-date=February 2, 2023|archive-url=https://web.archive.org/web/20230202225917/https://www.espn.com/wwe/story/_/id/35388281/vince-mcmahon-back-wwe-ahead-media-rights-negotiations|url-status=live}}</ref> That same month, JP Morgan were hired to handle a possible sale of the company, with companies such as [[Comcast]] (owners of NBCUniversal and long-time partners of WWE), [[Fox Corporation|Fox Corp]] (broadcaster of ''SmackDown''), [[The Walt Disney Company|Disney]] (owners of [[ESPN]]), [[Warner Bros. Discovery]] (broadcasters of rival promotion AEW), [[Netflix]], [[Amazon (company)|Amazon]], [[Endeavor (company)|Endeavor Group Holdings]] (owners of [[UFC]]), and [[Liberty Media]] being in the speculation for buying the company<ref>{{cite web|url=https://www.cnbc.com/2023/01/07/who-would-buy-wwe-as-mcmahon-returns-to-board-to-pursue-sale.html|title=Vince McMahon is back at WWE to ensure a smooth sale process. Here's who might want to buy it|last=Sherman|first=Alex|website=CNBC|date=January 7, 2023|access-date=January 10, 2023|language=en|archive-date=January 9, 2023|archive-url=https://web.archive.org/web/20230109222343/https://www.cnbc.com/2023/01/07/who-would-buy-wwe-as-mcmahon-returns-to-board-to-pursue-sale.html|url-status=live}}</ref> with [[Creative Artists Agency|CAA]] and Saudi Arabia's [[Public Investment Fund]] also on the list.<ref>{{cite web|url=https://frontofficesports.com/public-investment-fund-saudi-arabia-wwe-sale-liv-golf-vince-mcmahon/|title=Saudi Public Investment Fund Could Bid On WWE|last1=Mcharthy|first1=Michael|last2=Perez|first2=A.J|website=Front Office Sports|date=January 6, 2023|access-date=January 10, 2023|language=en|archive-date=January 9, 2023|archive-url=https://web.archive.org/web/20230109175621/https://frontofficesports.com/public-investment-fund-saudi-arabia-wwe-sale-liv-golf-vince-mcmahon/|url-status=live}}</ref> On January 10, 2023, Stephanie McMahon resigned as chairwoman and co-CEO.<ref>{{cite web|url=https://variety.com/2023/tv/news/stephanie-mcmahon-resigns-wwe-1235484593/|title=Stephanie McMahon Resigns as Co-CEO of WWE|website=[[Variety (magazine)|Variety]]|date=January 10, 2023|access-date=January 10, 2023|archive-date=January 10, 2023|archive-url=https://web.archive.org/web/20230110234938/https://variety.com/2023/tv/news/stephanie-mcmahon-resigns-wwe-1235484593/|url-status=live}}</ref> On the same day Vince McMahon assumed the role of executive Chairman of the WWE while Nick Khan became the sole CEO of the WWE.<ref>{{cite web|url=https://www.wsj.com/articles/wwe-board-elects-vince-mcmahon-executive-chairman-11673401713/|title=WWE Board Elects Vince McMahon Executive Chairman, Daughter Stephanie McMahon Departs|website=[[The Wall Street Journal]]|date=January 10, 2023|access-date=January 10, 2023|archive-date=January 11, 2023|archive-url=https://web.archive.org/web/20230111020123/https://www.wsj.com/articles/wwe-board-elects-vince-mcmahon-executive-chairman-11673401713|url-status=live}}</ref>

====Acquisition of WWE by Endeavor (2023)====
{{Further|Acquisition of WWE by Endeavor}}
On April 3, 2023; WWE and Endeavor reached a deal under which WWE would merge with [[UFC]]'s parent company [[Endeavor (company)|Endeavor]] to form a new company, which would go public on the [[New York Stock Exchange]] (NYSE) under the [[Ticker symbol|symbol]] "[[TKO Group Holdings|TKO]]". Endeavor would hold a 51% stake in "TKO", with WWE's shareholders having a 49% stake,<ref>{{cite web |title=SCHEDULE 14C INFORMATION |url=https://app.quotemedia.com/data/downloadFiling?webmasterId=90423&ref=317703901&type=HTML&symbol=WWE&cdn=a772878cb281b5da37d4daaffaf6d35e&companyName=World+Wrestling+Entertainment+Inc.+Class+A&formType=DEFM14C&formDescription=Definitive+information+statement+relating+to+merger+or+acquisition&dateFiled=2023-08-22 |publisher=[[NASDAQ]] |access-date=August 25, 2023 |page=248 |date=August 22, 2023 |archive-date=August 25, 2023 |archive-url=https://web.archive.org/web/20230825201435/https://app.quotemedia.com/data/downloadFiling?webmasterId=90423&ref=317703901&type=HTML&symbol=WWE&cdn=a772878cb281b5da37d4daaffaf6d35e&companyName=World+Wrestling+Entertainment+Inc.+Class+A&formType=DEFM14C&formDescription=Definitive+information+statement+relating+to+merger+or+acquisition&dateFiled=2023-08-22 |url-status=live }}</ref> valuing WWE at $9.1 billion.<ref name=":2">{{Cite web |last=Sherman |first=Alex |date=April 3, 2023 |title=WWE agrees to merge with UFC to create a new company run by Ari Emanuel and Vince McMahon |url=https://www.cnbc.com/2023/04/03/wwe-ufc-merger-endeavor.html |access-date=April 3, 2023 |website=CNBC |archive-date=April 3, 2023 |archive-url=https://web.archive.org/web/20230403111247/https://www.cnbc.com/2023/04/03/wwe-ufc-merger-endeavor.html |url-status=live }}</ref><ref name=":02">{{Cite web |last1=Szalai |first1=Georg |last2=Vlessing |first2=Etan |date=2023-04-03 |title=Endeavor's UFC, WWE to Merge; Ari Emanuel to Serve as CEO, Vince McMahon as Executive Chair |url=https://www.hollywoodreporter.com/business/business-news/wwe-ufc-merger-endeavor-vince-mcmahon-1235365885-1235365885/ |access-date=2023-04-03 |website=The Hollywood Reporter |language=en-US |archive-date=April 3, 2023 |archive-url=https://web.archive.org/web/20230403155104/https://www.hollywoodreporter.com/business/business-news/wwe-ufc-merger-endeavor-vince-mcmahon-1235365885-1235365885/ |url-status=live }}</ref> This marked the first time that WWE has not been majority-controlled by the [[McMahon family]].<ref>{{Cite web |last=Sherman |first=Alex |date=April 2, 2023 |title=WWE near deal to be sold to UFC parent Endeavor, sources say |url=https://www.cnbc.com/2023/04/02/wwe-ufc-endeavor-deal.html |access-date=April 2, 2023 |website=CNBC |archive-date=April 2, 2023 |archive-url=https://web.archive.org/web/20230402205348/https://www.cnbc.com/2023/04/02/wwe-ufc-endeavor-deal.html |url-status=live }}</ref> Vince McMahon was appointed to serve as executive chairman of the new entity, Endeavor CEO [[Ari Emanuel]] would become CEO, with [[Mark Shapiro (media executive)|Mark Shapiro]] becoming president and chief operating officer. Emanuel would not take on any creative roles with WWE's head of creative [[Triple H|Paul Levesque]] appointed to remain in his role,<ref name=":10" /> and with Nick Khan becoming president of WWE post-merger (not unlike [[Dana White]]'s role as president of UFC).<ref name=":02" /><ref name=":2" /><ref>{{cite news |last=Mullin |first=Benjamin |date=March 25, 2015 |title=Endeavor and W.W.E. Join Forces to Create Live-Combat Tag Team |work=[[The New York Times]] |url=https://www.nytimes.com/2023/04/03/business/endeavor-tko-wwe-ufc.html |access-date=April 3, 2023 |archive-date=April 3, 2023 |archive-url=https://web.archive.org/web/20230403110151/https://www.nytimes.com/2023/04/03/business/endeavor-tko-wwe-ufc.html |url-status=live }}</ref><ref name=":10">{{Cite web |date=2023-04-03 |title=Vince McMahon: I will remain involved in WWE creative at a 'higher level' |url=https://www.f4wonline.com/news/wwe/vince-mcmahon-i-will-remain-involved-in-wwe-creative-at-a-higher-level |access-date=2023-04-03 |website=Wrestling Observer/Figure Four Online |archive-date=April 4, 2023 |archive-url=https://web.archive.org/web/20230404163805/https://www.f4wonline.com/news/wwe/vince-mcmahon-i-will-remain-involved-in-wwe-creative-at-a-higher-level |url-status=live }}</ref> The deal additionally granted McMahon life tenure as executive chairman, the right to nominate five WWE representatives on the 11 member board, as well as veto rights over certain actions by the new company.<ref>{{cite web |title=AMENDMENT NO. 1 TO FORM S-4 |url=https://app.quotemedia.com/data/downloadFiling?webmasterId=90423&ref=317582225&type=HTML&symbol=WWE&cdn=39118c9928c5a3f49eefff97f2832496&companyName=World+Wrestling+Entertainment+Inc.+Class+A&formType=S-4%2FA&formDescription=%5BAmend%5D+Registration+of+securities%2C+business+combinations&dateFiled=2023-06-23 |publisher=[[U.S. Securities and Exchange Commission]] |access-date=4 July 2023 |page=91 |date=June 23, 2023 |archive-date=August 13, 2023 |archive-url=https://web.archive.org/web/20230813171053/https://app.quotemedia.com/data/downloadFiling?webmasterId=90423&ref=317582225&type=HTML&symbol=WWE&cdn=39118c9928c5a3f49eefff97f2832496&companyName=World+Wrestling+Entertainment+Inc.+Class+A&formType=S-4%2FA&formDescription=%5BAmend%5D+Registration+of+securities%2C+business+combinations&dateFiled=2023-06-23 |url-status=live }}</ref> In addition, McMahon would own 34% of the new company, with a 16% voting interest.<ref>{{cite web |title=AMENDMENT NO. 1 TO FORM S-4 |url=https://app.quotemedia.com/data/downloadFiling?webmasterId=90423&ref=317582225&type=HTML&symbol=WWE&cdn=39118c9928c5a3f49eefff97f2832496&companyName=World+Wrestling+Entertainment+Inc.+Class+A&formType=S-4%2FA&formDescription=%5BAmend%5D+Registration+of+securities%2C+business+combinations&dateFiled=2023-06-23 |publisher=[[U.S. Securities and Exchange Commission]] |access-date=4 July 2023 |page=3 |date=June 23, 2023 |archive-date=August 13, 2023 |archive-url=https://web.archive.org/web/20230813171053/https://app.quotemedia.com/data/downloadFiling?webmasterId=90423&ref=317582225&type=HTML&symbol=WWE&cdn=39118c9928c5a3f49eefff97f2832496&companyName=World+Wrestling+Entertainment+Inc.+Class+A&formType=S-4%2FA&formDescription=%5BAmend%5D+Registration+of+securities%2C+business+combinations&dateFiled=2023-06-23 |url-status=live }}</ref>

Emanuel stated that this merger would "bring together two leading pureplay sports and entertainment companies" and provide "significant operating synergies".<ref name=":02" /> Vince McMahon stated that "family businesses have to evolve for all the right reasons", and that "given the incredible work that Ari and Endeavor have done to grow the UFC brand — nearly doubling its revenue over the past seven years — and the immense success we've already had in partnering with their team on a number of ventures, I believe that this is without a doubt the best outcome for our shareholders and other stakeholders."<ref name=":2" />