WWE brought a lot of attention to their NXT brand in recent weeks, because they brought a few main roster names to their developmental brand. Now, it appears that trend is not going to stop.

WWE wants their NXT brand to get extra attention and pop some nice viewership numbers on their way to the next round of television rights talks. Now, it appears that there is a method behind this that relies on surprise.

The Wrestling Observer Newsletter noted that WWE is still trying to book NXT with surprises. They believe that, along with NXT appearances on the main roster, will help boost brand awareness.

The plan right now is to have more NXT talent on Raw and Smackdown and more main roster talent on NXT, both of which has become notable the last few weeks. The idea is to try and get the larger audience more familiar with the NXT talent from appearing on the big shows (the use of Carmelo Hayes this week is not the best way to do that because it gave exposure to tell everyone their champion is not a big star in the big scheme of things) and to use the main roster talent to build NXT ratings.


The idea is to make NXT more unpredictable with the idea of who may show up and also use talent that they aren’t doing anything with on the main roster to appear regularly in NXT. The goal, as Nick Khan had said, is to make NXT a third brand and they were very encouraged by last week’s ratings. There is talk of taping television outside of Orlando and running house shows outside of Florida but in smaller venues like NXT did when it toured before the pandemic. We were told the merger not being finalized is holding up major changes happening but there is talk of at least exploring major changes for Raw with new ideas when the merger takes place

Seth Rollins just competed on the NXT brand, where he defended the World Heavyweight Championship against Bron Breakker. That was also a first for the brand.

NXT is still trucking on Tuesday nights, and the brand is also entertaining more fans each week. With Judgment Day and Ronda Rousey possibly making their way to NXT soon enough, you never know who will show up.

NXT has come a long way since the brand started. Which is your favorite incarnation? Sound off in the comments!

Felix Upton

Felix Upton is a seasoned writer with over 30 years of experience. He began his career writing advertisements for local newspapers in New York before transitioning to publishing news for Ringside News. His expertise includes writing, editing, research, photo editing, and video editing. In his free time, he enjoys bungee jumping and learning extinct languages.

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